GOLDMAN SACHS EMPLOYER BRAND: PARENTS TO BE PROUD OF | CREATIVE + SOCIAL STRATEGY + COPYWRITING
In recognition of Asian Heritage Month, Goldman Sachs wanted to showcase their talented Asian employees, but with a twist.
With Goldman Sachs being a blue-chip brand, we addressed the elephant in the room that telling stories about Asian employees landing a job at the firm kind of reinforced the model minority stereotype. So we decided on a different angle—one rooted in sacrifice and familial and cultural pride—and allowed these employees to share stories about their parents.
We received dozens of submissions from employees and had the chance to feature five amazing employees and their parents.
See the rest of the series @GoldmanSachs.
AGENCY:
Forsman & Bodenfors NY