The Morris Code: Decoding finance for Students - Bank of America

This campaign for client Bank of America, won BBDO and Organic gold in the research innovation and financial services category at the ARF David Ogilvy Awards.

The Morris Code: Decoding finance for Students – Bank of America


Prior to 2005, most financial service providers did not have a differentiating platform targeting young customers. Most financial institutions – including Bank of America – simply offered “free checking” to attract them. Later during the decade, industry research and experts began to describe a new generation of consumers that eventually were coined “Millennials”. Experts concluded that Millennials have a different set of values and expectations than generations past.

Bank of America became one of the first financial service providers to recognize the need to create a unique...

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