TurboTax
The TurboTax Super Bowl File
We got America to talk about taxes.
On a night when all they talk about is football.
Most Americans don’t even start thinking about their taxes until April. But two months before taxes were due, we got them talking by turning a super-sized cultural moment into a super-sized tax movement.
we challenged football fans to make their biggest move yet:
kick off your taxes during Super Bowl LVIII to win $1,000,000.
Case Study
We kicked off a massive tax movement
7X
LAST YEAR’S PEAK SITE TRAFFIC
TOP 5
MOST SEARCHED BRAND OF THE NIGHT
1.5B
EARNED IMPRESSIONS
1X
$1,000,000 WINNER
R/GA NY
Global Chief Creative Officer: Tiffany Rolfe
Chief Creative Director: Shannon Washington
Group Creative Director: Ryan O’Keefe
Creative Director: Spencer Cook
Creative Director: Katie Yoder
Creative Director: Katie Edmondson
Group Executive Design Director: Han Lin
Group Strategy Director: Kaitlyn Frysztak
Executive Director Connections: Dan Morosi
VP, Head of Content Production, US: Jesse Brihn
Executive Producer: Lauren Powzyk
HUNGRY MAN
Director: Taika Waititi
Director of Photography: Mike Berlucchi
Editorial: Cabin
Editors: Taylor Walsh
VFX: Framestore
Music / Mix: One Thousand Birds
Recognition
One Show — Shortlisted
ADC – Shortlisted