Entrant: Fallon, Minneapolis
"Second Look Detroit"
Music Performed By:
Paul Miles/Stevie Soul
Sound Design Company:
Michael Heldman/Brad Waskewich/Patrick Murphree
Additional Effects By:
Henry Borrasso/Kirk Balden
Director of Photography:
Social Media Strategist:
Lauren May/Nicole Earley/Matt Lund
Executive Agency Producer:
Director of Integrated Production:
Scott O'Leary/Amanda Whitacre/Dain Larson
Ryan Peck/David Mackereth/Andy Graca
Chief Creative Officer:
Agency Account Director:
Corporate Name of Client:
Description of the Project
For years H&R Block told Americans they were the very best tax preparers. And for years it didn’t work. So, instead we opted to prove it by offering to redo the income taxes of each of the million or so people living in Detroit – America’s most financially devastated city. If, after reexamining their taxes, this “2nd Look” found them more money, we will have proved we were better than the other tax preparers and worth the money we charge. So, we packed up our finest tax experts, rented the downtown YMCA, and set about redoing the taxes of those taking us up on the offer.
After two weeks and over 2000 man-hours, we returned to the people of Detroit well over $100,000 – money they didn’t even know they were owed. And the millions of Americans who saw our long format documentaries and television spots responded as well, with H&R Block appointments skyrocketing over 350%, online starts up over 250% and first time Block user appointments more than doubled.