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

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.



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