Consumers are skeptical of purpose-driven marketing, often doubting whether corporate promises lead to real impact. For JPMorganChase, earning trust was essential to proving its efforts truly benefited communities. To shift perceptions, we launched the Make Momentum Happen campaign, directed by Gus Van Sant and set to a reimagined version of The Green Grass Grows All Around. Real stories of transformation illustrated JPMC’s ripple effect—investments create jobs, jobs strengthen the economy, and strong economies help communities thrive. Post-launch, corporate reputation improved, recall increased, and the campaign became a point of pride within the company, even featuring in Jamie Dimon’s bus tour.