91B Pro Bono Campaign

The Battle

Helping our industry better reflect society.

The Minnesota advertising industry lacks diversity. To help rally our community around the issue, we created The Battle, an agency battle-of-the-bands event, with all proceeds benefiting a University of Minnesota scholarship for students from diverse backgrounds who wish to pursue a career in the field.

An integrated campaign recruited bands and sponsors, drove awareness and ticket sales among industry professionals and promoted the overall goal: an industry that better reflects society. Elements included a new logo and brand identity, website, social content, event poster, recruiting collateral, media relations, influencer outreach and more. It culminated with a raucous event at First Avenue, Minnesota’s legendary music venue.

In the end, we raised more than $35,000 in scholarship money, ensuring the impact of The Battle will last longer than the ringing in people’s ears.