Challenge
Harness Bank of America’s Boston Marathon sponsorship to revive brand favorability amid declining category trust, and surpass pessimistic revenue forecasts.
Solution
Revolutionize an expected logo slapped sponsorship into an eye-opening spotlight, honoring the runners driving change for their communities.
Results
Reached highest levels of brand favorability in 4 years (+5.7 points), helped beat quarterly market revenue projections by $188M and raised a record-breaking $71.9 million for charitable causes
Cannes Lions (3x Shortlist), Clio Sports (1 gold, 3 silver, 1 bronze), Communication Arts (Advertising Award of Excellence)
Team: Jeanie Caggiano, Sue DeSilva, Mat Bisher, Jessica Bergstresser, Danny Streadbeck, Mike Ward, Donna Foster, Tyson Schmitt, Mallory Backmann, Amber Harris, Enrike Grageda, Kimberly Cowie, Tara Wert, Patrick Miranda