Put stock in your values.
While Mint once blazed trails in email marketing and blogging, their success has been with older millenials and Gen X. In this campaign, AD Jess Mendez and I worked to bring their advertising to a younger generation, now reaching 30 and establishing financial stability.
OUT OF HOME
Addressing what global economists refer to as the "doomed generation," we aimed to capitalize on millennials' financial angst. Invest in You is a concept acknowledging millennials' potential disinterest in buying homes or having children, and emphasizing the need for budgeting nonetheless.
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We saw the opportunity for Mint to capitalize further on their useful, aesthetic budgeting wheel, first by placing it alongside the Apple Watch's existing ring tracker, and then by highlighting it in a logo rebrand. These less-corporate improvements make it more accessible to a younger audience.
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