Assignment: Each year in March, productivity at Rodgers Townsend dips dramatically as Creatives and Account Service alike indulge in the bracket-tastic tradition of RT March Madness. The assignment was to announce the event and encourage everyone to submit their brackets for the annual tournament.
Approach: March Madness is undoubtedly known as much for busted brackets as it is for the unexpected teams that help create them. Our approach was to highlight the lack of stability and precarious nature of trying to keep a bracket intact when Cinderella starts dancing.
Results: RT March Madness continues to gain awareness and popularity every year. What started as a simple RT event has now grown to include bracket submissions from throughout the local advertising community. Still, the biggest result was just a whole hell of a lot of fun.