Own Your Tomorrow
The brand revitalization of a financial services pioneer.
Keith at Mr. A's in San Diego. Photo: Whitty
Full Story | Overview
Charles Schwab is the original challenger brand in the investing world going all the way back to the ‘Main Street vs. Wall Street’ proposition of the 90s. But the market place has evolved dramatically since then, as has Schwab.
In an effort to revitalize the Schwab brand and puncture the inertia that exists around investing behavior, Chuck invited his customers to share stories that might inspire a new generation to take ownership of their financial future.
"Investing is an act of optimism and Schwab was built for the optimists who believe tomorrow will be better than today."
It was our great honor to dramatize the moving story of United States Naval Aviator LCDR Keith Roudebush, and we shot part of the film about his inspiring journey aboard the USS Midway in San Diego - a ship Keith had flown missions from during The Vietnam War.
The Own Your Tomorrow campaign helped Schwab go from a lagging to leading financial services brand within three years.
Own Your Tomorrow was adopted by 21,000 employees as far more than just a marketing platform.
Charles Schwab was rated Investor's Business Daily most trusted financial company in 2020.
Between 2020 and 2021, client assets increased by 36% to $7.98 trillion.
Source: Investors Business Daily
"Truth well told!"
Charles R. Schwab, Chairman
Ideation & Creative Direction
Charles Schwab, Chairman
Jonathan Craig, CMO
Pete Boland, SVP Marketing
Ben Proudfoot, Breakwater Studios Mary Pruter, USS Midway
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