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.
