Intuit: Changing the Way You Do Taxes and Power of Free by Wieden + Kennedy Portland

Client: Intuit
Date: Jan 2019
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TurboTax is gearing up for tax season with the launch of two new ad campaigns. To celebrate products for both DIY filers using TurboTax Free Edition to complex filers who want a licensed CPA by their side with TurboTax Live, the company is launching its 2019 advertising campaigns featuring tech millennials, action scenes, jingles and more.

The first campaign, ‘Changing the Way You Do Taxes,’ centers on TurboTax Live. The campaign, along with some tech-savvy and socially awkward friends, shows how experienced, licensed CPAs and EAs can be at your side to help with questions along the way, and even review your tax return before you file. It also shows how technology and humans can come together to ensure you have a great tax experience. The campaign includes both English and Spanish language spots and will appear across TV, radio, and social platforms.

In the ‘Power of Free’ campaign, the company focuses on TurboTax Free Edition. Over the coming months, the TurboTax Free Edition campaign will feature life moments — from father-son talks to courtroom drama and spelling bees — with every word replaced with “Free,” driving home the free concept with a verbal hammer, and in one case, and exploding van.

The campaigns were created in collaboration with Wieden+Kennedy Portland.


Agency: Wieden+Kennedy Portland

Client: Intuit TurboTax

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