JARED JOHNSEN
ACD / WRITER
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Chi-Chi's

How do you help save the country’s largest brand in banking after reputation-killing news like fraudulent customer accounts and shady sales practices?

By re-establishing it. To begin earning back people’s trust, we started with an honest film that said exactly what most brands in crisis don’t: we messed up. Then we pledged to re-establish the brand based on who we once were.

To demonstrate how, we followed with a series of product spots—each inspired by real stories from the company’s historic archives—to draw parallels between the historic company they once built and the products and values they were reestablishing it with today.

Each spot ends on a single refrain: It’s a new day at Wells Fargo, but it’s a lot like our first day. Established 1862. Reestablished 2018.

Chi-Chi’s “How to Salsa Safely”

Super Bowl Campaign featuring OLV, Influencers, PR Kits, and TikTok Activation

For decades we all just sorta overlooked the unsafe salsa habits of our friends. The double dipping. Handsy chip grabbing. Salsa spoon swapping. But in the midst of a global pandemic, wasn’t it time we set some boundaries around the salsa bowl? We thought so.

This year, as Americans prepped for the Super Bowl, they saw tongue-in-cheek animations from Chi-Chi’s and learned how to salsa safely.

Social Videos

Then we created Salsa Safely kits to send to Influencers. Inside, they found a variety of tools to salsa safely like extra-long chip tongs, a face mask with a chip-zipper, and variety salsa pack—so no one has to share.

Salsa Safely Kits

And we partnered with influencers on TikTok to create a #SalsaSafely duet challenge.

TikTok Activation

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