H&R Block - Another Baby, Another Deduction

H&R Block had an unseemly reputation as strip mall migrants. Yet they had to make their year in a three-month window. No time for incremental brand building. We decided a little humorous empathy would help build trust.

Halfway through tax season, sales were 2x the previous year. The American Advertising Federation declared it the best campaign in the United States. The One Show awarded it two Gold Pencils and a Silver. Adweek declared it the best campaign in the category. John was writer and creative director at agency Y&R Chicago.