challenge:

credit one bank is a top 10 credit card issuer, dedicated to being a force of financial momentum for the subprime audience.
credit one bank wanted to build awareness and get credit for credit building on a national stage.

insight:

credit scores have become an essential part of living, impacting our ability to not only get credit cards, but also get loans, rent apartments, and even buy concert tickets. it’s shockingly easy to ruin a credit score and mysteriously hard to build up. credit building feels confusing, leaving people feeling stuck in their financial situation.

this system is built on perfection, but no one ever really arrives.¹ 
this led to the insight:credit keeps score for a game no one was ever taught to play.

strategy:

as a known credit builder, credit one bank is dedicated to progress over perfection.

this led to our strategic idea: personify the habits that wreck credit to help rebuild it.

___________

¹only 1.5% of americans have a perfect 850 credit score. if that’s you, tell me your secrets.