JPMorgan
Chase

JPMorganChase

Winning Over Skeptics by Changing Tune

JPMorganChase puts resources in the right place at the right time to help create a ripple effect of growth for communities. But only 50% of Opinion Influencers believed in the company’s impact. It would take more than corporate jargon to convince the skeptics…so, we sang to them.

Services

Growing the Make Momentum Campaign

Partnering with Grammy award-winning banjo player Rhiannon Giddens, we re-wrote the lyrics of the classic American folk tune "Green Grass Grows All Around” four times. The corresponding films, directed by Gus Van Sant, featured real people growing their businesses all over America and built upon the song’s cumulative structure and tempo to demonstrate how small beginnings gain momentum over time.

Social Media & OOH

Making momentum for communities all over America.

This brings to life something we’ve been trying to articulate for 10 years.

—Head of Firmwide Impact Marketing & Communications, JPMC
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Outcomes

  • 40%

    Site traffic in > a year

  • 81

    Reputation score for JPMC

  • 91%

    of OP’s felt positively

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