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Leo Burnett Debuts Touching Fifth Third Campaign

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Agency's Chicago office & U.S. bank aims to raise money for Stand Up To Cancer

Leo Burnett Debuts Touching Fifth Third Campaign
Curious people ask better questions and get better answers. So Fifth Third, in partnership with Leo Burnett, was curious: Could opening a checking account help fight cancer?

We're creating an easy way to support a cause most everyone in the nation has been impacted by - the always-curious bank is teaming up with the forward-thinking Stand Up To Cancer, whose boundary-pushing approach to funding research and developing cancer-fighting treatments matches up perfectly bank that looks to curiosity to solve problems and improve lives. 

The teaming's debut campaign, which is created by Leo Burnett, will benefit SU2C via a limited edition Master Card (Fifth Third makes a donation each time the card is used, making every purchase have a purpose) and #PayToTheOrderOf, a special initiative that rewards switching to Fifth Third (for every new checking account opened until March 31st, Fifth Third will give $150 to SU2C).

But you don’t have to open a new account to become part of the cause – each time #PayToTheOrderOf is used next to video, photo or personal story on Twitter, Vine, Instagram, Facebook or YouTube, it will be automatically uploaded to an interactive gallery at 53.com/SU2C.


To kick off the campaign, Fifth Third and Leo Burnett released a touching new film, “Replacements” that turns a seemingly wasteful grade-schooler into a champion of finding a cure for his class crush. The spot will run alongside print, radio, digital and OOH.  

And  the message sits close to home for many involved ­– actors within the promotional materials for #PayToTheOrderOf have all been affected by cancer in their own lives.

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Genres: People, Storytelling

Categories: Banking, Finance, Charity

Leo Burnett Chicago , Mon, 27 Jan 2014 22:34:45 GMT