‘Why I Work’ Campaign Featuring Melanie Fiona

Wells Fargo has teamed up with One Solution to engage audiences in a 360-degree cross-platform campaign whose aim is to raise brand awareness among adult African-American consumers nationwide.

The initiative, Why I Work, will feature Grammy award-winning songstress, Melanie Fiona; Byron Jones, University of Phoenix CFO; and Founder and Co-Director of The Beautiful Project, Jamaica Gilmer. Why I Work will produce in-depth vignettes of phenomenal Black people detailing what fuels their purpose and driven work ethic, exclusively for TV One.

Also included in the partnership are Wells Fargo branded segments that will showcase ‘Why I Work’ themed content for TV One’s News One Now with Roland Martin.

“Building trust when it comes to personal financial needs is paramount to a successful relationship,” President Detavio Samuels stated in a press release. “This is why the campaign we’ve devised and the content One Solution is producing for Wells Fargo will feature real, relatable consumers. They’ll speak candidly about their own workplace experiences and needs, allowing a natural connection to develop between Wells Fargo and the Black audience we know so well.”

We at the JET look forward to seeing this project come to fruition!