Havas Gets Real With BNY Mellon: Uses Real Photos Of Real People Taken By A Real Photographer

by Joe Mandese @mp_joemandese, February 2, 2022

At a time when many brands are leaning into digital renderings like NFTs, the metaverse and other Web3 variants of reality, financial services marketer BNY Mellon is going old school with a new branding campaign based on real portraits of real people taken by a real photographer.

The campaign, created by Havas New York, features a series of portraits shot by world-renowned photographer Nadav Kander, as well as interviews filmed by award-winning director Nadia Hallgren.

“We wanted to grab the attention of an entrepreneurial, forward-thinking audience," Havas New York Chief Creative Officer Dan Lucey explains about the campaign, which features people who accumulated real wealth by using BNY Mellons Wealth Management.

campaigns, financial services, photography

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