CAMPAIGN
Client
MoneyLion
Role
Creative Director
Agency
MALKA
Year
2023
The Challenge
The holidays are a time to recognize the hardworking people around us, from family and friends to the delivery driver at your door. MoneyLion gave away $50K in Holiday Bonuses, inviting nominations for those who deserved a little extra. Though social-led, the campaign’s generosity carried across channels and made a real difference in people’s lives.
OOH NYC Takeover
The OOH takeover brought the campaign message outside of the app. Large-scale placements amplified the campaign's playful tone while driving awareness of MoneyLion's bonus offers during the season when consumers need them most.
The Impact
Named Ad of the Day by The Drum, the campaign generated 63M impressions and over 10K social nominations—ten times the goal. Personal stories from nominees deepened emotional connection and brand affinity.
$50K
Holiday Bonuses Awarded
63M
Impressions Generated
10K+
Social Media Nominations
