This integrated campaign had one goal: drive awareness for/donations to the Coaches vs. Cancer program, a partnership between INFINITI, the American Cancer Society® and the NCAA. Launched during the most popular sports event of the year—March Madness—it starred real, basketball-playing cancer survivors, the "Hardwood Heroes." We told their personal stories in video, showing the world their never-give-up, unapologetic, #UNBUSTABLE spirit.
RESULTS: The campaign received 10 million video views and drove over 750k Round-By-Round bracket registrations with nearly 11MM total picks. There were over 463,000 Facebook Livestreams of our Hardwood Heroes game. And the Charity Stripe activation, where fans made 3,523 free throws, tallied another $30,000 in donations. Role: CD/CW. Agency: CPB. CW: Sarah Turner. AD: Anne Marie Longtine. Producer: Jackie Maloney.
