I did this campaign shortly after U.S. Trust was acquired by Bank of America. I include it here because the insight that led to it is pretty powerful. It turns out that the vast majority of the current generation of wealthy come from a middle class background and have never really abandoned those values. Think Zuckerberg. Gates. It goes on and on. File under The Millionaire Next Door.
US Trust/ Bank of America
I include this campaign more for the insight that led to it than the campaign itself. As it turns out, most of the wealth in the United States was created in a single generation, with most of the really wealthy having grown up in the middle class. Think Zuckerberg. Think Gates. File under The Millionaire Next Door.
