The Problem.
Wells Fargo Home Mortgage needed a way to differentiate itself in the category,
and break through to a new target: Millennial homebuyers.
and break through to a new target: Millennial homebuyers.
Turns out, there's a surprising reason why 36% of Millennials are buying homes these days...
It's not for a two car garage or even for their growing families - but for their DOGS.
It's not for a two car garage or even for their growing families - but for their DOGS.
The Solution.
Create a delightful canine-centric campaign to leverage our consumer insights, break through the home mortgage clutter,
and invite our audience to imagine a new home through the eyes of their fur babies. With the help of Rachel Dratch.
Create a delightful canine-centric campaign to leverage our consumer insights, break through the home mortgage clutter,
and invite our audience to imagine a new home through the eyes of their fur babies. With the help of Rachel Dratch.
![](https://cdn.myportfolio.com/ccc15a9381007165d9c2811a6444e6e9/92a95872-bca6-40d7-9f4b-375514290ed2_rw_1920.png?h=7423d3b1425e261f95546b77a7150de2)
![](https://cdn.myportfolio.com/ccc15a9381007165d9c2811a6444e6e9/c8890949-5ced-4e08-a5b0-f033ce557390_rw_1920.png?h=a2866dc500207635fab1bc0a532c6de5)
Radio: "Home at Last"
Radio: "Close Quarters"
Radio: "Puppies"
Radio: "More"
![](https://cdn.myportfolio.com/ccc15a9381007165d9c2811a6444e6e9/389de3b4-e1bc-46e6-9c45-57963e7a4414_rw_1200.png?h=a579953ad3820d754bc2ce82797124d1)