M&T used this campaign to ask customers "What's important to you?" both in and out of their banking lives. M&T collected responses online. We then went to work with a local vendor to create a 17-foot-tall 3D marker that would be affixed to a billboard in Buffalo, NY. The board itself was emblazoned with the message "What's important to you?" After a week, we began populating the white space with actual messages from customers. Each week, more were added, which added buzz and drove home M&T's brand message.