Hidden Gems, True You
Get Rewarded for Being You.
Role: Art Direction & Design
Concept for BBDO NY client Wells Fargo
In collaboration with: Sean Guzmán
The Problem
Discerning explorers are using other credit cards for traveling; however, they are missing out on getting rewarded with the Autograph Journey card.
The Insight
Everyone travels with different priorities, shaped by their purpose for traveling and the experience they seek. For one, it might be an adventurous journey on a budget, while for another, it could mean a tropical, luxurious getaway.
The Solution
A social-first campaign that attracts new cardholders by helping them identify their travel persona and explore personalized recommendations for local hidden gems where they can use their card.
By clicking on Autograph Journey ads across Pinterest, you'll be directed to a microsite where you can take the Journey Boards quiz and receive personalized travel inspiration boards.
Featured in select major cities, the red-tinted mirrored gem invites selfies that reveal the 'true you,' with the prompt 'Take a selfie of the true you' displayed at eye level on each side.
Inside the gem, tables marked with different travel personas let users choose their vibe. With the VR headset on, they’re transported to matching environments, each labeled with one of the four multipliers.
Hidden gems will appear on Snap Maps with unique visual cues, showing which multiplier they represent. Tapping a gem reveals an infographic about the Autograph Journey Card, followed by stories from cardholders at that location. This sparks curiosity among non-cardholders.
To help people discover their travel persona, Wells Fargo will share a rotating list of hidden gem spots where cardholders can earn points. Updated bimonthly, the list can be filtered by zip code, persona, and multiplier on the Wells Fargo site.
A sign on each hidden gem’s door shows its connection to the Autograph Journey Card and the featured multiplier, encouraging non-cardholders to step inside and learn more.
Partner with influencer reviewers to use the Autograph Journey Card at featured hidden gems and vlog their experiences. A red gem icon on video thumbnails will draw in viewers scrolling through their feed.
Launch a TikTok trend inviting users to share their favorite hidden gems using hashtags like #HiddenGems and #RewardingYou to highlight richer, budget-friendly travel experiences.
Cardholders will receive personalized hidden gem recommendations every two months, growing more tailored over time based on purchase history.
In the top three cities for cardholders, host an exclusive market featuring local hidden gem vendors—food, art, jewelry, and more. Sections will be themed by travel persona, helping cardholders connect with like-minded travelers.