2010 found America in dire straits. The economy, foreclosures, Ponzi schemes, bank defaults and unemployment had the nation over a barrel. Not the best time to try and convince people they should pay a lot of money to have H&R Block do their taxes.

So, to prove our worth, we created a fully-integrated campaign documenting our offer to redo the taxes of every person in Greenback, Tennessee, and a Skid Row diner in downtown Los Angeles. Ten days and over a thousand man-hours later, these "Second Looks" brought an extra $22,572 back to the hardworking people there, and proved that, with H&R Block, you never have to settle for less.

We began via direct letters to all the people in Greenback and all the employees and patrons of the Nickel Diner in Los Angeles. Then followed with guerilla postings and radio. Then, with filming complete, launched :60s on broadcast and cable. Finally, we launched the long-format web documentaries and individual long-format portraits on neversettleforless.com, as well as broadcast and cable :30s and :15s featuring individuals from Greenback and the Nickel Diner.

Huge. After we launched the long-format web documentaries, the individual documentary portraits, and the multi-spot broadcast effort, in-store and online traffic skyrocketed. Appointments at H&R Block offices jumped +350% over last year, online starts increased +250%, and applications from first time H&R Block users doubled. The campaign also ended a five-year decline in H&R Block revenue with total retail and online returns completed up +17% and +35% respectively.