Situation: A dry subject: taxes. An understandably conservative client: H&R Block tax services. A difficult assignment: Win the hearts and minds of young people.Solution: Introducing Truman Greene – not exactly the spokesman you'd expect from the world's tax leader. Though he’s a youtube novice, he comes up with an innovative way to engage his target – response videos. Armed with a camera and not much else, he does whatever it takes to educate people about filing online with H&R Block.

Results: 556,000 views in 60 days; 10% pass along; surpassed acquisition goals halfway through campaign.