JPMorganChase Champions Economic Inclusion in New UK Campaign

Financial services firm JPMorganChase has unveiled ‘Make Opportunity Happen’, a major new UK-focused multichannel campaign developed by M+C Saatchi Group UK in partnership with M&C Saatchi SS+K in the US. The campaign focuses on the power of unlocking individual potential to drive broader economic growth.

The new push, which aims to resonate with local community and business leaders, brings to life JPMorganChase’s long-standing commitment to supporting underserved communities across the UK through skills development and employment opportunities. With the UK facing economic challenges, growing inequality and a widening skills gap, the campaign champions the idea that investing in people is not just the right thing to do, but also good business. With over 22,000 employees across the U.K., JPMorganChase is committed to investing in skills and training because it knows that people grow the economy and growing the economy is an important part of its business.

The campaign features a diverse cast drawn from communities across the UK, portraying the hopes and ambitions of real people. With film content by director Max Fisher at Rogue, and photography by Ollie Grove, the campaign reflects a Britain full of untapped potential, where dreams have no prejudice.

The push is running across video-on-demand, social, out-of-home, press and digital channels. Media planning and buying is by Dentsu.

This work will also be supported by an employer brand campaign, focused on showcasing why JPMorganChase is a great place to work and how the firm empowers its employees to unlock their potential.

Jeff Pilarcik, chief marketing officer for Firmwide Impact Marketing, JPMorganChase, “Helping people gain the skills they need to succeed is one of the most powerful ways we can contribute to long-term economic growth. This campaign reflects our belief that continued investment in people benefits not only communities, but the wider economy too.”

Jo Bacon, group CEO, M+C Saatchi Group UK, said, “At M+C Saatchi, we believe in Cultural Power – using creativity to influence the world in meaningful ways. ‘Make Opportunity Happen’ is a great example of this, shining a light on the real lives and futures that can be shaped when businesses step up. This work proves that purposeful action and commercial impact can go hand in hand.”

Guy Bradbury, creative partner, M+C Saatchi Group UK, added, “Every one of us has different hopes and dreams for the future, but we don’t always have the skills to achieve them. This campaign shows the role that JPMorganChase plays in helping to turn those dreams into reality.”

“Working with Max Fisher, we wanted to show the support and commitment the brand brings across the length and breadth of the UK, holding a mirror up to incredible everyday people who can change the world for the better.”