2022 marked ME's 18th year as the major sponsor of the Mother's Day Classic, a fun run which raises funds for breast cancer research. Our challenge for this campaign was continuing to increase brand recall while leveraging our new brand platform: Making Money Good.
We wanted our audience's key takeaway to be that ME is good and does good things. Our hero messaging was ‘Doing good feels good’, supported with similar contextual messages on activation day i.e. ‘Doing good sounds good’ for musical performances dotted along the course, ‘Doing good looks good’ for giveaways (sunnies), and ‘Finishing feels good’ signage at the finish line.