JARED JOHNSEN
ACD / WRITER
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Wholly Guacamole "Avocado Hand Insurance"

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.

Wholly Guacamole "Avocado Hand Insurance"

Super Bowl Campaign Featuring OLV & Social Activation

The Super Bowl is America’s biggest day for guacamole. Unfortunately, it’s also the biggest day for avocado-cutting injuries. So we repositioned Wholly Guacamole’s prepackaged guac as Avocado Hand Insurance.

To promote our policy, we got a hand from the people who are most precious about them: hand models.

AVOCADO HAND INSURANCE - PROMO FILM

Then we tapped influencers to promote a hand modeling contest where fans could win Avocado Hand Insurance (lots of free guac and avocado-based handcare products) for year by modeling their dip on Instagram.

Turns out, lots of hands were ready to model their dipping skills on Instagram for us.

Avocado Hand Insurance - Case Study

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