INTUIT
THE BREAKTHROUGH
Intuit partnered with an independent rapper, LaRussell, to produce a song that chronicles his journey to personal, professional and financial independence. LaRussell turned that song into an open verse challenge on social media, passing the mic to emerging artists to share their own dreams of prosperity with a verse to complete the song. The winning artist won $20K to kickstart their journey to independence.
To get the word out about the challenge, we created a SXSW experience at the House of Independence with UnitedMasters. The event included a soundbooth to enter the challenge live, a Q&A with LaRussell about his professional journey, and a concert featuring Iman Europe, Piff Marti and LaRussell.
To get the word out about the challenge, we created a SXSW experience at the House of Independence with UnitedMasters. The event included a soundbooth to enter the challenge live, a Q&A with LaRussell about his professional journey, and a concert featuring Iman Europe, Piff Marti and LaRussell.
OPEN VERSE CHALLENGE
LaRussell launched the open verse challenge on both IG & TikTok, inviting independent artists to duet his video and finish the verse on his new song.
The challenge hit 8.8M views, 142.4K social engagements, and 1.5K submissions.
The challenge hit 8.8M views, 142.4K social engagements, and 1.5K submissions.
SXSW HOUSE OF INDEPENDENCE
To get the word out about the open verse challenge, we brought a live booth experience, Q&A and concert stacked with independent artists to the House of Independence at SXSW 2023.
BTS
Putting that booth to work.
CREDITS
Agency: Translation LLCClient: Intuit
Junior Art Director: Kamiin Valree
Junior Copywriter: Matt Weisman
ACD Art Director: Hailey Boerema
ACD Copywriter: KS Shanti
Group Creative Directors: Emmeli Osterdahl & Matt Herr
CCO: Jason Campbell
Production & Edit House: NOX Media
Event Partner: UnitedMasters