The Problem
With their previous agency, TurboTax struggled to connect with their primary audience, causing a lack of awareness for its different services.
The Insight
While changes in family, career, and investment situations affect people’s taxes, these milestones should be sources of celebration, not stress.
A selection of headlines about TurboTax’s primary audience that helped inform our campaign strategy.
The Results
Make Your Moves Count: TurboTax’s first-ever multi-year and truly integrated brand campaign, created by us at R/GA.
A distinct visual strategy that makes taxes seem approachable with TurboTax: calming, muted tones of TurboTax’s color palette, lively yet realistic photography, and design motifs reminiscent of tax forms.
8 TV spots that celebrate all the bold choices people make, the unique tax situations they find themselves in as a result, and TurboTax Experts who make it all add up tax-wise.
An example of a TurboTax billboard, designed with the campaign guidelines created by R/GA.
Six examples of TurboTax social posts, designed with the campaign guidelines created by R/GA.
Examples of TurboTax banner ads, designed with the campaign guidelines created by R/GA.
“Boater Home” :30 TV spot, showing that TurboTax can handle any kind of property ownership.
“Family Tradition” :30 TV, showing that TurboTax can handle any kind of side gig.
“Big Deal” :30 TV spot, featuring UNC's Armando Bacot to show that TurboTax can handle big endorsement deals.
“Free Connoisseur” :30 TV spot, showing TurboTax’s free services.
“Boss Mom” :30 TV spot, showing that TurboTax can handle new family additions for working parents.
“Moon” :15 TV spot, showing that TurboTax can handle any kind of investment.
“Streamer” :30 TV spot, showing that TurboTax can handle any kind of career change.
“Boda sorpresa” :30 TV spot, showing that TurboTax can handle surprise household changes.
The Achievements
Bronze in FINANCIAL: Consumer: Accounting, Audit & Tax Services (New York Festivals Advertising Awards 2024).
Featured in AdAge, AdWeek, Marketing Dive, Media Post, and Business Wire.
Agency: R/GA
Client: Intuit TurboTax
Year: 2024
Global CCO: Tiffany Rolfe
CCO, US: Shannon Washington
Group Creative Director: Ryan O’Keefe
Group Executive Design Director: Han Lin
Creative Directors: Spencer Cook, Katie Edmondson, JP González, Pawel Rokicki, Katie Yoder
Associate Creative Directors: Rémy Law, Natalie Rojas
Senior Art Directors: Emma Kasarsky, Andrey Ter-Grigorian
Senior Copywriters: Colin Hodges, Mac Scherwin
Visual Designers: Lillie Laurier, Roberta Nicastro
Junior Visual Designers: Seamus Deegan, EunSoo Kim
SVP Executive Strategy Director, US: Yael Cesarkas
Executive Director, Media & Connections: Daniel Morosi
Group Strategy Director: Kaitlyn Frysztak
Director of Marketing Sciences: Zack Mirsberger
Strategy Director: Mariana Revilla
Senior Strategist: Patty Suarez
Senior Connections Planner: Samantha Sacks
Senior Connections Planner: Zena-Marie Acholonu
Junior Strategist: Julie St Felix
Analyst: Katie Joyce
VP Managing Director: Joe Ladd
Group Account Director: Parry Rominger
Management Supervisor: Dominique Appel
Account Executive: Nafisa Hassan
Account Coordinator: Chadd Pouge
Executive Production Director: Jeff Skutnik
Senior Producer: Abby Tarver
VP Head of Content Production, US: Jesse Brihn
Director, Print Production: Erica Jensen
Executive Content Producer: Steve Intrabartola, Lauren Powzyk, Purvi Sheth
Content Producer: Mike Tockman
Executive Director, Business Affairs: Lynda Blaney-Smith
Senior Manager, Business Affairs: Miriam Hughes
Production Company: Superprime
Director: Rodrigo Valdes
Director of Photography: Joost van Gelder
Editorial: Final Cut
Editors: Sophie Solomon & Crispin Struthers
VFX: Framestore
Music Supervisor: Jessica Dierauer
Mix: Heard City