Intuit: The Breakthrough
Intuit has the right financial tools to empower independent creators. With our campaign The Breakthrough, we helped the brand connect with the music community by partnering with independent artist LaRussell. He dropped a track chronicling his journey to personal, professional, and financial independence, then opened it up for other artists to jump in with their own bars and complete the song — turning it into a collab anthem about making it on your own terms.
Results: Over 9M views, 142.4K social engagements and 2K submissions.
The Song
First, LaRussell dropped the track on his IG and TikTok account, Good Compenny.
The Challenge
Then we launched the open verse challenge and invited other musicians to jump in.
Submissions
We received over 2000 submissions, and they were amazing.
Submissions
One more…
Reactions
To keep the momentum going, LaRussell shared videos reacting to the submissions in real time.
The Look
The creative look across social and promotional touchpoints.
House of Independence
Next, we brought The Breakthrough to life on the ground in Austin, Texas. The activation featured a submission booth where artists could drop their own verses, a Q&A with LaRussell on how he built financial independence, and — of course — live performances from LaRussell and other independent artists.