Unbustable
fighting cancer one bucket at a time.
The objective of this campaign was to drive awareness for, and donations to, INFINITI’s charitable partnership with the Coaches vs. Cancer program, a collaboration between the American Cancer Society® and the National Association of Basketball Coaches (NABC). All during one of the most popular and viewed sports events of the year: the NCAA’s “March Madness” tournament. In 2015, INFINITI brought together two teams of cancer survivors, dubbed the Hardwood Heroes, to play an exhibition game at the Final Four in Houston. The 2016 campaign needed to build equity in that concept and drive sign ups to the INFINITI sponsored CBSSports.com Round-By-Round bracket. Where, for each correct pick, INFINITI donates to Coaches vs. Cancer.
The making of
Credits
Director / Jacob Rosenberg
DP / Jeff Bierman
Editor / Charlie Harvey
Agency / CP+B