ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Motion / Film / Short Video - Single
Annual ID
ADC_MOT21_055M
About the Work
The lives of investors are rich beyond material gain. Charles Schwab wanted to humanize the financial journey and inspire people interested in investments by expanding the notion of “ownership” into something more heartfelt: a person’s future.
Partnering with CNN’s Courageous Studio, we filmed Breakaway, a video centered on a father who dedicated more than financial resources to create a sled hockey team for disabled athletes, including his son. Bill Greenberg, the campaign’s subject, is a Schwab customer, and his personal journey encouraged others to ask how they can “own their tomorrow.”
Intentionally, Greenberg’s accomplishments in Breakaway are framed not in terms of any monetary acquisition, but in the lives his decisions and efforts enriched. We took a considered risk in minimizing their own product offering and brand presence to allow Greenberg’s humanity to embody an ideal Schwab investor’s mindset.
Also of note is the striking cinematography. Greenberg’s son Sam is framed in the present day, carefully preparing for team practice: folding his jersey, moving throughout the city. Those scenes present him with power and agency, while archival footage is intercut, showing how those attributes are innate in his existence. Once we see Sam and teammates on the ice, we see the realization of a dream between father and son: a team of athletes playing a game they’ve longed to have a stake in, and playing it with tremendous skill, dedication, and passion.
The uplifting dynamic between father and son influenced social participation. Breakaway garnered over 33M impressions via linear appearances while tallying 1.49M video views on Facebook, YouTube, and Instagram with a 99% positive emotional response, overdelivering social estimates by more than 30k views.
Partnering with CNN’s Courageous Studio, we filmed Breakaway, a video centered on a father who dedicated more than financial resources to create a sled hockey team for disabled athletes, including his son. Bill Greenberg, the campaign’s subject, is a Schwab customer, and his personal journey encouraged others to ask how they can “own their tomorrow.”
Intentionally, Greenberg’s accomplishments in Breakaway are framed not in terms of any monetary acquisition, but in the lives his decisions and efforts enriched. We took a considered risk in minimizing their own product offering and brand presence to allow Greenberg’s humanity to embody an ideal Schwab investor’s mindset.
Also of note is the striking cinematography. Greenberg’s son Sam is framed in the present day, carefully preparing for team practice: folding his jersey, moving throughout the city. Those scenes present him with power and agency, while archival footage is intercut, showing how those attributes are innate in his existence. Once we see Sam and teammates on the ice, we see the realization of a dream between father and son: a team of athletes playing a game they’ve longed to have a stake in, and playing it with tremendous skill, dedication, and passion.
The uplifting dynamic between father and son influenced social participation. Breakaway garnered over 33M impressions via linear appearances while tallying 1.49M video views on Facebook, YouTube, and Instagram with a 99% positive emotional response, overdelivering social estimates by more than 30k views.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Um
Internal / In-House Agency
Courageous Studios / New York
Client / Brand
Charles Schwab
Publisher
Cnn
Director
Richard Butterworth
Director of Photography
Andrew Smith
Associate Editor
Dak Stiga
Craft Editor
Emily Chao
Post Production Supervisor
Charlie Sato
Senior Manager, Activation
Kate LaBrecque
Supervising Producer
Judy Moy
Related Awards
