Grow Financial is a Tampa-grown Federal Credit Union on a mission to put people before profit. In 2022, Grow tasked Dunn&Co. to dream up ways to spread their brand mission, encourage do-good behavior and perpetuate a pay-it-forward attitude within our community.
Dunn&Co. developed a 360 degree campaign titled It All Grows Back To You, celebrating the power of kindness whether that be from person to person, or credit union to member. The campaign included OTT, out of home, digital display, social, and more.
A cornerstone piece of this campaign was an activation titled Portraits of Kindness. Grow took to the streets and asked business owners and citizens alike to share a story of the last time they experienced a random act of kindness.
For sharing their story, each interviewee was rewarded with a bouquet of flowers from Grow and local business partner Posies, a mobile florist. Dunn&Co. transcribed each story, then illustrated them into beautiful word art portraits of the people who shared them.
These portraits were featured on Grow’s social feeds, as large scale wild postings around Tampa Bay, and on a campaign landing page built to capture more stories of kindness from users who visited.
In the end we gave away 75 bespoke bouquets of flowers to members of our community and collected the same number of stories from them. We took the eight most inspirational stories and transformed them into Portraits of Kindness. The Portraits of Kindness landing page which features each portrait received 173k page views since its launch on 6/10. Organic Instagram postings of the portraits have received a total 4.5k likes.