Zelle is light, playful, and all about connecting people. We brought the Zelle brand voice - designed more like a lifestyle brand than a bank - to life for festival goers traveling to and from Governors Ball on Randall’s Island in New York City. We reinforced the client’s brand messaging “This is How Money Moves” with unique activations in each direction that established an authentic emotional connection between Zelle and consumers by being there for exactly what people need, when they need it. On the way to the Festival, a Purple Party kick-started guests’ excitement for Gov Ball. And as they return home, exhausted festival-goers were welcomed to the calming Zen Den, where rehydration and relaxation were provided all the way back to Manhattan.
Zelle x Founders x Refinery29, 2019