ADWEEK: For many, wealth is often connected to a certain gender and race. To shift that narrative, investment banking services BNY Mellon Wealth Management is telling a different story.

To challenge stereotypes around wealth, BNY Mellon partnered with creative agency Havas New York on a campaign called “Do Well Better.” The effort highlights notable philanthropic and diverse clients of BNY Mellon and shows their purpose-driven ventures and how they leverage wealth to create a positive impact on society.

Themed around the financial firm’s Active Wealth practice, three clients tell their stories through a series of interviews and portraits—shot by photographer Nadav Kander and award-winning filmmaker/director Nadia Hallgren—showing their own active pursuits and how the brand is providing them with resources to make a bigger impact.

“Nadav and Nadia engaged in intimate, unscripted dialogues with our clients that captured their passion for social impact naturally and authentically,” said Kirti Naik, head of marketing and communications at BNY Mellon Wealth Management, in a statement.

“We wanted to grab the attention of an entrepreneurial, forward-thinking audience who are energized by business, new ventures, philanthropic efforts and bring a productive mindset to wealth,” Dan Lucey, Havas New York CCO, added in a statement.

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