JP Morgan Chase- Detroit

Challenge
Following Detroit's bankruptcy in 2013, JP Morgan Chase & Co. set out to invest $100 million in The Motor City over the course of 5 years. JPMC published an extensive 40 page, Corporate Responsibility report, that was full of very complex and dry information about the investment.

Campaign
We distilled the 40 page report and knew we needed to make this powerful information digestible and entertaining. We worked with Joseph Alessio, an amazing lettering artist and native Detroiter, to creating a mural that included multiple elements representative of Detroit, from Motown records to hockey sticks and hub caps.

Result
Across the board, Detroiters loved it, and the campaign beat every benchmark set on social, including 5.2 million views across Facebook, Twitter & Instagram (18 million+ impressions), and a 31% view rate for Facebook (2.4x higher than JPMC's 9% historical benchmark average).