Breakaway

“We decided to look forward, not back.”

These are the words of Bill Greenberg, the father of a son with a physical disability. Instead of focusing on what could have been for his son, Sam, Bill decided to look at the future Sam could have—and how he could make it real. He read an article about adaptive sports that set him on the path. Tirelessly raising money and finding support, he started a sled hockey team that was transformational for his son and what became hundreds of other kids.

Bill is also a Charles Schwab investor. The story of Bill and his son was the perfect metaphor for Schwab’s brand idea: Take ownership of your financial future, so you can “own your tomorrow.” Our concept was to humanize the financial journey, inspiring potential long-term investors by expanding the notion of “ownership” into something that really means something. With the goals of reaching new investors and raising awareness for Schwab, we told Bill’s story in a way that was human, honest, inspiring, and unencumbered by a heavy dose of brand integration (it wasn’t necessary). The message was loud and clear to CNN’s audience.

Also clear were the results. Breakaway appeared as part of a Schwab sponsorship for CNN’s “Champions for Change” series, a show about inspirational individuals (which Schwab has sponsored since 2017). The film aired on linear TV, supported by social and digital content. Breakaway garnered over 33 million linear impressions, 1.49 million views on Facebook, YouTube, and Instagram, and 99% positive comments. The engagement rate for the film was 69% higher than the 2019 campaign.

One of the most important aspects of the film was the cinematography and interview style. We intentionally captured Bill and Sam as they are—two strong, determined, and passionately optimistic people who do not want you to feel sorry for them. Instead of viewing this film through the lens of disability, they want you to see it through the lens of opportunity.