The Human Sponsorship
Client: Bank of America
Role: Group Creative Director
Clio GOld - x1
Creative Effectiveness
CLIO SILVER - x3
EXPERIENCE/ACTIVATION
BRANDED ENTERTAINMENT/CONTENT
OUT OF HOME
CLIO BRONZE - X1
Social GOOD
Cannes shortlist - x3
sustainability developement GOALS
MEDIA CHANNELS USE OF EVENTS
MEDIA CULTURE & CONTEXT
WINNER
PUBLIC SERVICE PRINT - x1
SHORTLIST
DIGITAL ONLINE VIDEO - x1
POSTERS - x1
FINALIST
INTEGRATION in
Financial Services
If you can’t qualify by time, there’s another way you can run the coveted Boston Marathon…by raising money for charity. One bib costs on average $15,000, and if you don’t raise all the money, your personal credit card is charged. Yikes. Our campaign for the Boston Marathon introduced Bank of America not just as the new corporate sponsor, but as a fundraising supercharger of charity athletes. We revolutionized an expected logo-slapped sponsorship into an eye-opening spotlight, honoring the runners driving change for their communities. We shifted Bank of America’s entire media budget to be a platform to tell these runners’ heartfelt stories and amplify their fundraising networks, sparking 268,000 donations, generating a record-breaking $71.9 million for 243 charities, and increased brand favorability by +8 ppts.
:60 TV
Meet Philip, running to cure childhood cancer
:60 TV
Meet Therese, running to improve maternal health
:60 TV
Meet Peter, running as a duo team with Yosef to empower people with disabilities
Print with Purpose.
The day after the Boston Marathon, when the front cover of the local paper would typically feature names of the elite runners, we instead highlighted every single charity runner, by name… all 3,101 of them.
Credits