Huntington/Pelotonia Campaign

Team Huntington gave us a clear challenge: Discover new ways to tell their annual Pelotonia story across multiple platforms—and stay true to the brand.

One Goal: End Cancer

Since its inception in 2008, grassroots cycling tour Pelotonia has raised over $100 million for research to cure cancer. As a founding sponsor, Huntington National Bank must continuously raise its goals for engagement and fundraising.

But even the best stories can get stale. So Team Huntington engaged us in 2015 with the challenge of reinvigorating their Pelotonia messaging while operating within the structure of their well-established brand language. In concert with their marketing teams, we’ve designed and produced two annual campaigns.

Execution

30-second spots to ignite the base & evangelize on social media
Internal communication that explains the nuts & bolts of fundraising
Mini-documentaries that connect individual employees & their personal cancer stories to the epic scope of the Pelotonia movement.

Positive Effects

This new approach to content has generated positive reactions throughout the organization – from the C-suite to the neighborhood branches. With over 300k social media views, the 30-second spots have shattered previous contents’ performance. We were honored to receive top video honors at the CSCA’s 2015 Creative Best Awards for our work on this campaign.