Challenge

Each New Year, millions of Americans resolve to get in shape — only to abandon their goals by January 17th, aka Ditch Your Resolution Day. Charles Schwab wanted to tap into this cultural moment and inspire people to take action in an unexpected way. The challenge: break through the noise of typical fitness-season advertising with a message that connected physical and financial well-being — without losing Schwab’s credibility.

Insight

By mid-January, people feel guilty about falling short on resolutions — but they’re also open to new kinds of motivation. We realized that while people think about fitness for their bodies, they rarely apply the same energy to their finances. So what if we used humor to help them see that financial health is just another form of personal strength?

Idea

We created “Financial Fitness,” a hidden-camera campaign that surprised real gym-goers with our Financial Trainer — offering hilariously misguided yet relevant advice that turned workout lessons into financial wisdom. The content playfully bridged the gap between abs and assets, reframing Schwab as a relatable coach for people ready to get their financial lives in shape.

This marked a creative departure for Charles Schwab — a brand known for its conservative tone — showing it could have fun while still being financially serious.