The money tree

With their new money psychology program Money Roots, Ally Bank wanted to share the importance of financial wellness with the world. By unpacking your emotional ties to money, or “roots,” you can make smarter financial choices and watch your wealth blossom.

To launch Money Roots, we planted a literal money tree in the middle of the Oculus in NYC (a stone’s throw from Wall Street), covered in dollar bill ‘leaves’ for the public to pick off. Each leaf had a mini Money Roots exercise to help you explore your emotional ties to money, as well as an entry to win the whole tree as a cash prize.