While Chase was very active within the LGBTQ+ community, no consumer-facing product had ever been specificially marketed to a queer audience. For this initiative, Chase wanted to create a campaign that resonated with the LGBTQ+ audience, signaling the Chase Freedom card as an ally to all its cardmembers.
Launching in October 2022, this was a chance for Chase to take a stand to generate greater brand awareness which previously fell on the side of corporate comms vs. consumer product.
Our strategy team began by examining the meaning of freedom and its many interpretations. Our ’Freedom to Be’ platform delivered a powerful narrative that communicated how each one of us have the right to live as our true selves. Using messaging that served as a nod to the card’s “Cashbacking” rewards positioning, we developed a comprehensive campaign strategy that amplified ’moments that matter’ to reward all that you are — both in purchasing and in celebrating all of life’s little moments.
We sourced and engaged queer campaign influencers David Yi and BLK MKT Vintage (Jannah Handy and Kiyanna Stewart) to embody the ’Freedom to Be’ narrative through powerful messaging and creative that provided a visual wow factor.
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