Bankless world? Yes, SoFi, is a leader in marketplace lending and the largest provider of student loan refinancing, and they want you to see a brighter future. With MUH-TAY-ZIK | HOF-FER they created this campaign, projected onto bankings old buildings, to show you the light. Insert visual pun here.
“SoFi is the future of financial services,” says John Matejczyk, Executive Creative Director at MUH-TAY-ZIK | HOF-FER. “It’s what allows them to innovate in ways banks won't, or can't. For SoFi’s first-ever TV and cinema spot, "This is the Beginning of a Bankless World," we simply say goodbye to banks, as a creation that outgrew its creators. It's too big to fail, but it's also too big to succeed. The team at SoFi is daring, and dedicated to innovating. Their approach to marketing is similarly inventive. They've been amazing to work with. This is the kind of bold marketing we used, ironically enough, when I was creative director on Citi while at Fallon when we did the “Identity Theft” campaign.”
Matt Hofherr, Director of Strategy at MUH-TAY-ZIK | HOF-FER adds: “With ‘Bankless World,’ we’re raising awareness that SoFi exists through a singular idea and dramatic creative approach, We want to get their name out there and lay the groundwork for future communications. Then we follow up with “Great loans for great people,” which will delve deeper into SoFi’s innovative offerings from personal lending to mortgages, free wealth management and career counseling.”
Ah, "raising awareness". It's totally fine if nobody gets it then.