Grow Financial

Life Less Scary


Campaign, Illustration

2024
3-D Sculpted Outdoor


Managing your finances can be downright scary. So we turned those fears into whimsical monsters to show how Grow Financial can help you master them.

Our preceding campaign wrote frightful terminology, like “Credit Cards” or “Savings,” with custom illustrated monster letters. Our alphabets appeared across channels in tandem with live-action monster mascots, imparting a lighthearted commentary that intimidation shouldn’t be a barrier to a confident future with Grow.

This follow-up campaign tailored our focus to a millennial and Gen Z audience, pairing a shorthand use of our letters with a playful headline structure that alternated between broad messaging and niche appeal. We then anted up on execution where possible, like hiring a sculptor to craft a monstrous version of our “M” to grace a prominent billboard.


3-D Monster Alphabet
2-D Monster Alphabet




Animated Display
Digital Outdoor
Digital Outdoor
Digital Outdoor



We supplemented our alphabet by bringing the monsters to life in unexpected ways across digital and non-traditional placements. In downtown Tampa, we turned the streetcars themselves into monsters, sending a not-so-intimidating face out to deliver a welcoming line. Meanwhile, in digital display, our life-action mascots acted out aspects of life far more scary than banking with Grow.


Tampa Streetcar Wrap



HTML5 Display



Our mascots took center stage on paid and organic social, starring in an array of quick, upbeat clips. With their scariness tamed, the monsters highlighted the optimism of living with financial confidence. In static, we had them cheekily demonstrate that there are bigger things to fear in life.






Social Videos




Static social




The humor of the campaign appealed to the young and the young-at-heart alike, while championing Grow’s helpful guidance and learning resources. We proposed a children’s book (for adults as well) to drive that spirit home. Our would-be ABC’s book was to pair painted illustrations with clear definitions, helping to describe a path to a life less scary.



Unproduced book concept




Unproduced book concept







Role
Concept, Illustration, and Lead Art Direction Concept PartnerMichala Jackson, CopywriterCreative TeamMatt Mewis, Studio Director
Jessica Rice, Sr. Multimedia Artist
Patrick Henderson, Art Director
Alex Hindenlang, Designer Creative Oversight
 Tor Lemhag, ECD
Max Dempster, CD Copy
Stephanie Morrison, CD Art Completed at
Dunn&Co.
←  Previous