Chicago Marathon sponsor Bank Of America leveraged its official rights around the 2022 race through an integrated activation programme led by a hero ‘On The Run’ commercial showcasing the bank’s range of digital tools.
The playful 30-second spot, created by agency GroupeConnect and helmed by Ruckus Director Sara Shelton, sees marathon runners demonstrate how each online banking tool is useful and valuable mid-race. It captures the vibrant, bustling energy of the annual Windy City marathon and sees a narrator reveal how his fellow runners, race volunteers and friends/family supporters all appear to be on their phone but are actually banking: from paying a friend back for ‘carb loading’, to ‘tracking budgets’ and ‘saving for a life goals’
The spearhead spot was supported by a wide activation programme led by the naming rights and spanning outdoor executions, on-course branding, runner assets, PR, plus digital and social content – with most creative presenting Bank of America’s digital tools as being both fun and user friendly.
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Thanks to all the participants, volunteers and spectators for another amazing Bank of America Chicago Marathon. You are all an inspiration, and we can't wait to do it all again next year! pic.twitter.com/w0M1plJSzM
— Bank of America (@BankofAmerica) October 10, 2022
.@CLTMotorSpdwy's Lug Nut isn’t checking who's got the fastest laps, he’s making sure his account security has what it takes to keep up. ️
Digital tools so impressive, #BofAROVAL fans just #CantStopBanking. https://t.co/80GQG3tHOe pic.twitter.com/DLopl9JtFt
— Bank of America (@BankofAmerica) October 9, 2022
Even champions need to be championed—so come on out and show your support at today's Bank of America #ChicagoMarathon! pic.twitter.com/SgHsCS8Dba
— Bank of America (@BankofAmerica) October 9, 2022
On October 8, 2023, we will welcome our millionth finisher field while celebrating 45 years of the @BankofAmerica #ChicagoMarathon, and it all starts tomorrow. Guaranteed and non-guaranteed entry applications open at 10 a.m. CT: https://t.co/qo47xhStIZ pic.twitter.com/gcP4koes5k
— Chicago Marathon (@ChiMarathon) October 17, 2022
The campaign was created by a team at agency Groupeconnect which included Account Directors Matt Curran and Suzie Wyman, Account Lead Sara Hill, Account Manager Kelsey Koswick, Creative Directors Mark Phillips, Donna Foster and Megan Dwyer, Consultant Ray Swift, Associate Creative Director Linda Yuen, Business Affairs Manager Zorica Beuk, Head Of Production Ashley Geisheker, Executive Producer Kimberly Cowie, Producer Liz Ritten and Project Managers Angeli Chang and Allison Sousan.
The production company was Ruckus with Director Sara Shelton, Executive Producer Gregory Jones, Head Of Production Sabrina Mossberg and Line Producer Doug Smith, with post production and VFX handled by Whitehouse Post and further input from Carbon FX and The Pub.
“Finance and fun aren’t usually two words that go together,” said Ruckus Films Managing Partner Greg Jones. “Like running a marathon, though, there is an elation involved in accomplishing your goals, and a self-fulfilment in knowing you’re working hard towards something. I think Sara captured that feeling perfectly in Marathon.”
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Originally established in 1977, since 2008 the race has been owned and organized by Bank of America and it is officially known as the ‘Bank of America Chicago Marathon’.
The 2022 race saw 45,000 runners take to the Windy City streets on 9 October.
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