Mike Ward

Bank of America / Boston Marathon Premier Sponsorship “The Human Sponsorship”

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The Boston Marathon is the world’s most elite marathon. And those running it are the world’s fastest humans. Except for the little known 10% of runners in the back of the pack who are running for something more than time. They’re running to raise money for causes important and personal to them, yet they’re invisible compared to the elite runners and world record-breakers. That’s why we created the Human Sponsorship. A campaign that used every piece of media from Bank of America during their inaugural sponsorship to amplify the stories of these runners, and to help them raise more money than they ever thought possible. 

Media included over 600 out-of-home placements blanketing Boston, films debuting during the national broadcast of the Oscars, a takeover of the Boston Globe Sunday newspaper and magazine, and more.

The results? A 78.4% year-over-year increase that resulted in a whopping $72MM raised in charitable donations – more money than ever raised at the Boston Marathon – benefitting 168 charities. With over 500MM impressions resulting in considerable brand lift, it proves that doing good can also do good for a brand.

Role: Writer / CD

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The day after the marathon, we featured