Inclusivity Mindset Reset

Agency: Wavemaker UK

One may ask what the murder of George Floyd has to do with media strategy for Nationwide Building Society. But that crime provoked Nationwide to think about the inequities that exist in every area of life, and what they and Wavemaker - as guardians of their marketing investment - can do to address them.

This is not a standard campaign, it's the story of a mindset reset sparked from provocative and uncomfortable introspection, and Wavemaker and Nationwide challenging each other, and the status quo.