Eastern Bank’s mission is doing what’s right and smart. So it’s no surprise that one of their priorities in 2019 (and into 2020) was addressing Boston’s racial wealth gap. My team created and launched Color & Capital For Good, a fully integrated campaign that focused on addressing the city’s racial inequities, and more importantly, proposing solutions to fix them.
I was the Creative Lead on this project, seeing it through from concept to execution. We actually started in mid-2019, then scrapped everything and adjusted our approach during the pandemic. I wrote copy, interviewed the five campaign participants (twice), and oversaw all video editing and creative deliverables from the team.
Each participant had individual quotes and cut downs from their interviews run across paid social throughout the campaign. More creative examples available upon request, additional content is live on Eastern Bank’s instagram account.
Full campaign recap below.