Craig Kuznik Nelson

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Wells Fargo // Re-Established

Established 1852. Re-Established 2018

In the wake of multiple scandals, Wells Fargo needed to acknowledge what happened while charting a course for the future. With a 164-year history built on trust—their biggest differentiator among other banks—we came up with a unique way to communicate this re-commitment to customers: Established 1852, Re-Established 2018.

The 360 campaign features TV, Print, OOH, Radio, Digital & Social.

We followed up the initial apology work with product spots that compare their new customer-focused offerings to heroic moments from their past. Each f‌ilm ended with the same promise to customers: It's a new day at Wells Fargo, but it's a lot like our f‌irst day.

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Wells Fargo

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Re-Established

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Wells Fargo // Re-Established //

Wells Fargo — Established 1852. Re-Established 2018.

In the wake of multiple scandals, Wells Fargo needed to acknowledge what happened while charting a course for the future. With a 164-year history built on trust—their biggest differentiator among other banks—we came up with a unique way to communicate this re-commitment to customers: Established 1852, Re-Established 2018.

The 360 campaign features TV, Print, OOH, Radio, Digital and Social.

We followed up the initial apology work with product spots that compare their new customer-focused offerings to heroic moments from their past. Each f‌ilm ended with the same promise to customers: It's a new day at Wells Fargo, but it's a lot like our f‌irst day.

Wells Fargo Established 1852 Re-Established 2018

Agent Beakman - Suspicious Card Activity Alerts

1906 San Francisco Earthquake - Overdraft Rewind

Pony Express Rider Pony Bob - Apple Business Chat

Community Service

Wells Fargo Re-Established full-bleed newspaper advertorial.

Wells Fargo Re-Established landing page.

Director’s Cut

Wells Fargo - Re-Established Case Study

The Campaign Even Became A Jeopardy Answer

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Hi! Welcome to the advertising portfolio of Craig Kuznik Nelson, an Associate Creative Director based in New York and available anywhere.