If there was a way you could help fight cancer simply by purchasing the things you already do everyday, wouldn't you? This film tells the story of an ingenious young boy on a mission. At first the mission seems to be breaking, destroying or losing things around his house, compelling his mother to replace them. But eventually his master plan and his motivations are revealed. Fifth Third Bank's unique partnership with Stand Up To Cancer is enabling him to contribute to breakthrough cancer research via the purchases his mom makes with her Fifth Third Bank SU2C Mastercard.

People use checks every day to make financial transactions, yet they have little to no emotional connection to them. So we made them mean something even more by turning them into a symbol of hope and courage to recruit thousands of people in the fight against cancer.

The campaign was a success, increasing walk-in bank traffic and new checking account openings.

We also saw a 144% increase in Twitter followers. But the most important result is that we raised $870,670 to help fund cancer research.