Sallie Mae | fffound

We helped reposition Sallie Mae as a student support system that helps college-bound kids find free money before taking out loans. In one of our first efforts to bring value to these kids’ lives, we created #fffound, an activation that asked the question: “What if a major US bank started acting like a streetwear brand?” Throughout National Scholarship Month, we hyped five mystery box drops, each week dropping a new box containing an ironic and wonderful scholarship-related prize, plus a thousand bucks to help kickstart students’ college journey. The highlight for me: I convinced a major US bank to end a piece of communications with “k love you”