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Charles Schwab
Own Your Tomorrow

How a financial services pioneer

rediscovered its challenger mojo.

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Keith at Mr. A's in San Diego. Photo: Whitty 

Charles Schwab was widely recognized as the original challenger brand in the investing world going all the way back to its ‘Main Street vs. Wall Street’ proposition in the 90s. But the financial services market has evolved dramatically since then, as has Schwab.

 

As part of an ongoing campaign to revitalize the brand and puncture the inertia that exists around investing behavior, we were tasked with helping Schwab drive consumer engagement in social media.

"Investing is an act of optimism and Schwab was built for the optimists who believe tomorrow will be better than today."

 

Charles Schwab 

It was our great honor to discover and share the story of United States Naval Aviator Keith Roudebush, and we shot part of the 'Own Your Tomorrow' film about his incredible journey aboard a ship he flew combat missions from during The Vietnam War.

As a result of celebrating the values of ownership, with all its inherent ups and downs, the Own Your Tomorrow campaign helped Schwab go from lagging to leading financial services brand within three years.

 

  • Schwab was ranked highest in investor satisfaction.

  • Schwab was rated the most trusted financial services brand in the US.

  • Schwab's client assets increased by 36% to $7.98 trillion.

 

Source: Landor & Investors Business Daily

Charles Schwab

"Truth well told!"

Charles R. Schwab, Chairman

Services

Ideation & Creative Direction

Film Production

Client

Charles Schwab, Chairman

Jonathan Craig, CMO

Pete Boland, SVP Marketing

Collaborators

Ben Proudfoot, Breakwater Studios Mary Pruter, USS Midway

See other work

Be a charming guest,
not an aggressive tout.

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