WASHINGTON MUTUAL
Residential Mortgage Lending
OBJECTIVE
Proposed national print campaign to target and compel African American consumers to explore home loans with WAMU and apply for special programs for first-time home buyers in conjunction with Magic Johnson Enterprises.
CREATIVE STRATEGY
Leverage recognition of Magic Johnson among targets as a success story on two playing fields: sports and as an entrepreneur. Promote his partnership with WAMU to launch new WAMU first-time buyer mortgage program. Generate awareness of WAMU mortgage programs via compelling stories of empowerment, thriving communities, and celebrate the financial achievement of African American historical figures.
ROLE
Creative Director, Copywriter
MEDIA
(Proposed) National magazines targeting African Americans, with recommendation to run during Black History Month.
Subhead
6,000 square feet. 15 rooms. Three stories. Corinthian columns. Imported Italian tile.
Painted murals. Beveled glass windows.
Headline
Not bad. Not bad at all.
Especially for a Black man in 1910.
