One in five people have lost a friend over money. Which is one too many. That’s why, on October 17, 2017, we helped Bank of America kick off Pay Back a Friend Day. We encouraged people to use the Bank of America mobile app pay their friends back and be #FriendsAgain.
This was a huge initiative with a lot of people involved. I created the logos, multi-phase landing page, owned assets, ESPN/NASCAR videos, and social media campaign called "Payback Personas."
These Payback Persona videos highlight the various types of people you deal with when squaring up in your circle of friends. We used these videos in social spaces (including Snapchat lens), Time Square billboards, owned assets and our landing page.