Our idea was “Prosper.” This word means different things to different people. So, we took a road trip across the country and asked real people what Prosper means to them.

The answers we got were as varied as the people we interviewed and became the core of our campaign.

In press, radio, outdoor and on TV, we told their stories, what Prosper means to them and how our client, a bank, could help them prosper. Online, people could further engage with the campaign through a Prosper road trip documentary as well as the individual stories.

We gathered 15 000 photos, interviewed 12 000 people while traveling 16 000 kilometres to make 10 unique monthly magazines, 60 unique outdoor pieces and 2 full-page press ads.