Campaign details

Brand: Bank of America
Brand owner: Bank of America
Lead agency: GroupeConnect, Starcom
Contributing agencies: 23Stories, Condé Nast
Country: United States
Industries: Credit cards & loans
Media channels: Content marketing, Online video, Programmatic display, Public relations, Social media, Websites & microsites
Budget: 1 - 3 million

Executive summary

A conundrum affects modern travel: we travel in search of happiness, but we are often left anxious and stressed from all the planning. Bank of America wanted to change that.

A unique idea: Bring the joy back to travel by identifying the happiest places on earth.

Along with happiness experts Gretchen Rubin and Shawn Achor, we created the Joy Index, a science-backed methodology for measuring travel joy. This first-of-its-kind index developed with Condé Nast Traveler looked at travel experiences shown to boost mood. Novel cuisines, awe-inspiring landscapes, friendly locals – research shows these factors light up our brains' pleasure centers and decrease anxiety.