WE + ME Wells Fargo approached Walton Isaacson to handle all of the activations and media for their LGBT outreach for Pride. What we delivered was an interactive experience that went far beyond the small piece of business we were pitching.
WE + ME CAMPAIGN
In January 2013, Walton Isaacson received an RFP for LGBT activations (specifically centering around Pride 2013) from Wells Fargo, who had been receiving significant backlash from their presence at Pride in 2012, which had been the center of some occupy-related protests.
This is the campaign I created and submitted. WE+ME is a campaign that attempts to celebrate the individual while furthering the good of the community.
The WE + ME look is a visual tribute to "Song of Myself" by Walt Whitman. "I am large, I contain multitudes"...the human being is complicated, multi-faceted, contradictory, and often inexplicable... but all of that only adds to the beauty of humankind. Pride season is about celebrating humanity. I believe we've captured a bit of that spirit here.
The WE + ME Mobile App
In our research, we found that LGBT audiences index up to 15% higher than the general market in mobile usage and up to 18% in social media integration. We created this concept for an app that helps users navigate the Pride experience through a variety of features. Social aspects of the app allow people to connect to other Pride attendees, meanwhile Wells Fargo would receive direct tie-ins for banking.
Browse by "People"
The "People" function of the WE+ME iOS app functions as a hybrid of the mobile apps, Meetup and Grouper Social Club. The app makes it easy for users to meet likeminded people at Pride and makes the social aspects of Pride simpler and more fun.
Browse by "Places"
Essentially just a simplified version of Yelp!, the places function allows the user to access nearby hotels, restaurants and other attractions in order to determine whether the establishment is LGBT friendly, what the recommendations are, how it is rated and who of their friends has been there.