We Believe

Belief has always been part of Winston-Salem’s DNA, and this fall it becomes the heartbeat of a new campaign from Allegacy Federal Credit Union and Wake Forest University. The Allegacy x Wake Forest Partnership Activation turns a longtime sponsorship into a community movement built on belonging, celebrating belief as a force that drives people, progress, and possibility. Created by The Variable, the work will run through December 15 across TV, digital, social, audio, and in-stadium moments during the 2025 football season.

Rooted in the shared values of both institutions, the campaign tells the stories of student-athletes, local entrepreneurs, and community members who prove that when someone believes in you, the impossible becomes inevitable.

“Belief isn’t just a feeling, it is an action,” said Matt Cook, Chief Creative Officer at The Variable. “From the classroom to the playing field to Main Street, belief has the power to turn first days into defining moments. This campaign is about showing how Allegacy and Wake Forest help spark that momentum for the people of Winston-Salem.”

The creative features Wake Forest Football Head Coach Jake Dickert, whose belief in his players is as visible on the practice field as it is on game day, and beloved local business Camino Bakery, a symbol of the entrepreneurial spirit that thrives when the community rallies behind it. Both are joined by Play-by-Play Announcer Stan Cotten for radio spots and Wake Forest student-athletes in tv spots that move between iconic campus and city scenes. From the quiet determination of early mornings at Wait Chapel to the roar of the stadium on Saturday afternoons, each moment illustrates how belief in others can build something bigger than yourself.

Now entering its third year as Wake Forest Athletic’s Exclusive Credit Union partner, Allegacy is using this partnership to go beyond awareness, building deep emotional connections with fans, alumni, students, and the greater Winston-Salem community. Both Allegacy and Wake Forest share a belief in belonging, the idea that pride, purpose, and connection are what fuel a community forward.
The work will run through December 15, culminating in a season that celebrates not just wins on the field, but the shared victories of a community that believes in one another.