Cannes Lions

KEEPING THE DREAM ALIVE

Y&R, New York / BANK OF AMERICA / 2014

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Overview

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OVERVIEW

Execution

August 28th, 2013 was the 50th Anniversary of Martin Luther King, Jr.s "I Have A Dream" speech. This speech was, at its core, about the importance of connection between every race, color, creed, and background.

Dr. King believed that life would be better when we were all connected, and at Bank of America, we do too.

That’s why we re-aired his speech in Times Square, online and in 2300 of our banking centers. It was the first time in half a century that the full 18-minute speech was heard publicly, in its entirety. And when the speech rang out, it was instantly clear that it still had the power to make us stop and connect.

In Times Square, thousands stopped to watch. And online, impressions were greater than 12 million. The impact was not only greater than we could have imagined, but also a testament to the true power of connection.

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