Campaign details

Brand: Bank of America
Brand owner: Bank of America
Lead agency: GroupeConnect, Starcom
Contributing agencies: Hill Holliday, Octagon Frukt, Burson-Marsteller
Country: United States
Industries: Banks
Media channels: Content marketing, Newspapers, Online video, Outdoor, out-of-home, Radio & audio, Social media, Sponsorship - media
Budget: 5 - 10 million

Executive summary

Bank of America sought to drive positive sentiment among millennials through its largest corporate responsibility programme: sponsorship of Ken Burns' PBS documentary The Vietnam War. Our key insight was that millennials favour brands that put purpose before profits and they were inspired by music, a defining medium from the Vietnam era that is just as relevant today.

We developed Echoes of Vietnam, an online streaming audio and video experience. It was the first ever co-branded mixed media playlist on Spotify. The playlist utilised songs and stories from the past to invite participation in today's important social conversations.