“Knitting”, our online video for automated investment service Wealthfront, aims to show millennials that it’s never too late to start investing in their futures. We sought an unconventional approach of speaking “peer-to-peer” to young professionals (26-34) about making smart decisions with their money early in their careers. “Knitting” aimed to help demystify long-term investment management and encourage millennial consumers to start asking important questions about their financial futures.
To connect with our audience, we supercharged an overplayed cultural mainstay -- the ubiquitous hipster -- creating a set of characters who speak directly to young people about relatable financial topics such as the cost of investing and the enablement of entrepreneurial dreams.
“Knitting” simultaneously launched online and on air in June 2015; the video created quite a stir, triggering a social conversation strong enough to earn a #9 ranking on Adweek’s Lost Remote Most Engaging Ads List on June 4th, 2015, as a result of 5,325 social actions across the internet that week.
(Adweek’s Lost Remote Most Engaging Ads List link with airing information:
|Marketing Manager, Wealthfront:||Maya Grinberg|
|Writer, Director:||Katherine St. Lawrence|
|Creative Director:||Nick Lange|
|Production Coordinator:||Jazmine Rodriguez|
|Art Director:||J.C. Molina|
|Director of Photography :||Topher Osborn|
|Editor :||Liam White|
|Colorist :||Kelly Reese at Deluxe|
|Mixer :||Tom Boykin|
Location: United States
About the Agency: