We created Echoes of Vietnam, an audio and video playlist that lived as the preeminent feature on our Film and TV carousel. The campaign featured 8 well-loved artists covering important songs from the soundtrack of The Vietnam War Documentary on PBS. Included were songs by Bob Dylan, Neil Young, Joni Mitchell and others that defined the times. Five of the artists also participated in videos explaining their choices and exploring their own connections to the Vietnam War. Bank of America made contributions on behalf of the artists to veterans and social causes in further support of their own mission for social good.

A multi-media playlist programmed into the fabric of the leading music streaming platform. Surfaced in essential home page placements during the 10-day premiere of the film and housed permanently in a prominent position in the film and TV carousel.

The target audience signaled increased awareness of the film and its subject and Bank of America benefited from a 17% lift in favorable opinion connected with their good works around these important issues and causes.

Press responded to the covers and the program with steady and positive coverage, including features in The New Yorker Magazine and USA Today.