Boston Marathon Partnership Campaign

Running for a cause

Background:

In 2024, Bank of America launched a landmark 10-year partnership with the Boston Marathon, a historic commitment to one of America's most iconic sporting events. The opportunity was clear: how do we authentically celebrate this partnership while honoring the stories of the runners and their charitable missions? Bank of America recognized that the marathon represents more than athletic achievement; it's a platform for meaningful causes and community impact. The challenge was to create a campaign that would elevate both the runners' personal stories and their charitable organizations across the city during the most visible moment of the year.

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Solution:

Collaborating with a strategic partner agency, we launched an integrated campaign that transformed Boston's streets into a gallery of purpose. Window graphics in Bank of America buildings and key locations along the marathon route showcased the actual runners competing in the race alongside their personal charitable causes, creating a visual narrative of both athletic achievement and community commitment. Each installation was meticulously designed to align with the marathon's spirit, turning the city into a celebration of Bank of America's dedication to Boston and the causes its runners champion. Through this strategic placement and thoughtful creative execution, the campaign deepened the bank's connection to the marathon while amplifying the visibility and impact of the charitable organizations at its heart.