Leo Burnett Debuts Touching Fifth Third Campaign

Curious people ask better questions and get better answers. So Fifth Third, in partnership with Leo Burnett, was curious: Could opening a checking account help fight cancer?

We're creating an easy way to support a cause most everyone in the nation has been impacted by - the always-curious bank is teaming up with the forward-thinking Stand Up To Cancer, whose boundary-pushing approach to funding research and developing cancer-fighting treatments matches up perfectly bank that looks to curiosity to solve problems and improve lives. 

The teaming's debut campaign, which is created by Leo Burnett, will benefit SU2C via a limited edition Master Card (Fifth Third makes a donation each time the card is used, making every purchase have a purpose) and #PayToTheOrderOf, a special initiative that rewards switching to Fifth Third (for every new checking account opened until March 31st, Fifth Third will give $150 to SU2C).

But you don’t have to open a new account to become part of the cause – each time #PayToTheOrderOf is used next to video, photo or personal story on Twitter, Vine, Instagram, Facebook or YouTube, it will be automatically uploaded to an interactive gallery at 53.com/SU2C.

To kick off the campaign, Fifth Third and Leo Burnett released a touching new film, “Replacements” that turns a seemingly wasteful grade-schooler into a champion of finding a cure for his class crush. The spot will run alongside print, radio, digital and OOH.  

And  the message sits close to home for many involved ­– actors within the promotional materials for #PayToTheOrderOf have all been affected by cancer in their own lives.