PNC Bank: 8 Maids Milking

PNC Bank released its 31st Christmas Price Index today, which mimics the Consumer Price Index by pricing out each gift from the classic Christmas carol, The 12 Days of Christmas. But this year, Deutsch noticed this once-beloved Christmas carol has hit an all-time low in popularity, falling to number 98 on Billboard’s Top 100 Holiday chart. To reinvigorate the song's popularity, Deutsch created a branded content campaign featuring 12 unique experiences based on the gifts of the song that seamlessly tie in PNC Bank's financial education mission. Each piece of content introduces the gifts from the song, some more literal than others, bringing the song to life visually. Additionally, musical interpretations of the classic song accompany the content. Each story is designed to be highly shareable, interactive, and to appeal to a wide and varied audience.