Illuminating Inclusion: How Bank of America Lit it Up

Last month diversity and inclusion dominated conversations around the rosamp233filled water coolers at Cannes Lions Festival of Creativity amp160There was widespread recognition that brands whichamp160engaged in purposedriven marketing could amp8220do good and do wellamp8221 at the same time amp160Procter ampamp Gambleamp8217samp160video The Talkamp160was a cowinner of the Cannes Lions Film Grand Prix Award and is an excellent illustration of how courageous brands have power amp160This short film illustrates how reallife vignettes can ignite important conversations in this case some of the ways that black parents have discussed racism with their childrenAt the same time and in a similar vein the Special Olympics 50th anniversary celebration was held in Chicago where corporate partners highlighted diversity and inclusion in their advertising amp160The motto of Special Olympics athletes quotLet me win but if I do not win let me be brave in the attemptquot is apropos for marketers as well amp160This rang true as most of these companies were already publicly committed to inclusion in the workplace products and services amp160Corporate marketing campaigns in support of this special event were truly outstanding as evidenced by a social media initiative from Bank of Americaamp8220For over 30 years we have worked together to help create a diverse and inclusive world especially as it pertains to the workplaceamp8221 said Matt Black Senior Vice President Advertising Center of Excellence Bank of America amp160amp8220In addition to advocating for respect Special Olympics has been a strong partner in helping create opportunities for economic mobility and advancement both within Bank of America and around the world amp160We believe that everyone is stronger when weamp8217re working togetheramp8221To commemorate Special Olympicsamp8217 50th anniversary Bank of America worked with its digital agencyamp160GroupeConnect A Publicis Groupe Solutionamp160to advance the message of acceptance inclusion and respect of people of all intellectual abilities off the field by catapulting it into the homes and hands of social media users amp160The spot was inspired by Eunice Kennedy Shriveramp8217s words and was voiced over by five Special Olympics Athlete Leaders amp160It embodied the spirit of the games and supported its campaign tag line PickUpHopeWhen asked about the creative process Mark Philip Vice PresidentGroup Director Creative GroupeConnect said amp8220To celebrate Bank of Americaamp8217s relationship with Special Olympics and its 50th anniversary we knew we had to create something specialamp160 Our idea was to show that when you amp8216PickUpHopeamp8217 to build a more inclusive world you light the way forward amp160Thatamp8217s when we decided to use the light painting technique of Pixelstick amp160While itamp8217s a timeconsuming process we shot over three nights we loved the craft of it and how it brought the idea to life symbolically in a new and innovative way that felt fresh for both brandsamp8221The video watch above from theamp160 campaign illustrates how the elements of the timelapse photo shoot and Pixelstick technology merged to light pathway of hope the pathway forward over Chicagoamp160 Bank of Americaamp8217s PickUpHope social media campaign reinforced the companyamp8217s commitment to inclusion amp160In a world where Millennials prefer brands with purpose they donamp8217t hesitate to call out when messaging doesnamp8217t ring true amp160The broadcastlevel campaign ran across all social media channels amp160it was designed to engage Millennials but resonated with Gen X and Boomers as well amp160Philip noted that early engagement metrics show that the campaign is performing strong amp160It is resonating on and benefitting from amplification as consumers are retweeting and reposting creativeWhat these campaigns illustrate is that real solutions for change require bravery to make and break rules amp160This is a mindset shift that doesnamp8217t happen overnight amp160Inclusion is a cornerstone of Bank of America amp160Like PampampG which is also a corporate partner of Special Olympics these marketing leaders are driving real change as authentic purposedriven campaigns move the industry from awareness to accountabilityClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Illuminating Inclusion: How Bank of America Lit it Up

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Mary Ellen Holden

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Illuminating Inclusion: How Bank of America Lit it Up

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