Intuit Turbo Tax came to R/GA with one goal: to get real. After 10+ years with Widen & Kennedy, TurboTax was in a rut. The work wasn't connecting with their primary audience, there were a host of cool, new tools and services no one knew anything about and there was a concern that none of their efforts were truly connecting. So after a few months and few hundred pizzas, R/GA won the TurboTax business under one principle—human truth + culture. Today's taxpayer is hustling to make every one of their moves count for their hard-earned refund. So we led with stories that come from their audience, sprinkled with a touch of magical realism to bring their hustle and culture to life. It was a hard fought win, the second largest for IPG that and my last move at R/GA.
Ultra conservatives hated that we led with a interracial gay couple, and a nonbinary talent, which for me is always a good thing :)
Agency: R/GA US
Director: Rodrigo Valdes