Silver Winner

Integrated Campaign

Entrant: Fallon, Minneapolis

H&R Block
"Second Look Detroit"

Music Performed By: Paul Miles/Stevie Soul Audio Engineer: Rohan Young Sound Design Company: Lime Studios Editors: Michael Heldman/Brad Waskewich/Patrick Murphree Editing Facility: Spotwelders Additional Effects By: Henry Borrasso/Kirk Balden VFX Supervisor: Gavin Camp VFX Company: Mass Market Director of Photography: Benoit Delhomme Producer: Aris McGarry Executive Producer: Shelly Townsend Director: John Hillcoat Production Company: Skunk Programmer: Kla Haeck Social Media Strategist: Marty Wetherall Agency Producers: Lauren May/Nicole Earley/Matt Lund Executive Agency Producer: Kate Talbott Director of Integrated Production: Corey Esse Art Directors: Scott O'Leary/Amanda Whitacre/Dain Larson Copywriters: Ryan Peck/David Mackereth/Andy Graca Chief Creative Officer: Darren Spiller Agency: Fallon, Minneapolis Agency Account Director: Chris Lawrence Corporate Name of Client: H&R Block
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.

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