Anna Hecker, Creative Director

Advertising for student lending needs to capture college-bound seniors, but their parents are ultimately the ones who make the financial decisions.

Since 18-year-olds and their parents don’t speak the same language, we designed a microsite for Bank of America’s Education Maximizer Student Loan with two distinct paths, each of which directly addresses the unique questions, concerns and tonalities of its target audience audience.

Targeted digital display spoke to each segment in a playful way about the realities of paying for college.