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Fifth Third Bank "#howifight"

Cancer affects everyone. A new Fifth Third Bank campaign, “#howifight,” created by Leo Burnett Chicago, recognizes all the ways, big and small, people fight cancer. You can see the campaign at Whether running a 10K or bringing dinner to a neighbor fighting cancer, Fifth Third wants people to tell how they fight using #howifight. Illustrations of how people fight will appear at the campaign website. Explore how people fight at Fifth Third shows how it fights by also donating $1 for each eligible social media post using #howifight and through a checking account incentive. Actor and cancer advocate Patrick Dempsey appears in the campaign on behalf of Stand Up to Cancer.


Advertiser: Fifth Third Bank

Creative Agency

Strategist: Michael Cheng

Executive Creative Director: Jon Wyville, Dave Loew

Chief Creative Officer: Susan Credle

Account Executive: Aana Wherry

Associate Creative Director: Kent Carmichael, Ryan Stotts

Strategy Director: Adam Friedman

Production Company

Director: Jesper Ericstam

Editorial & Online: Arcade


Online Editor: Nick Rondeau

Post Production / VFX

VFX Supervisor: Timber


Music Production: Super Circus

Digital Production Company

Photography: Crille Forsberg


Producer: Topher Cochrane

Executive Producer: David Moore