Jeanie Caggiano

When Bank of America took over the sponsorship of the Boston Marathon, starting in 2024, we decided not to do a corporate sponsorship. Instead, we did a human sponsorship. Focusing every piece of work not on giving the Bank credit, but in putting the spotlight on the 1 in 10 runners who run to benefit charities they care deeply about.

Credits:

Creative Lead: Jeanie Caggiano

ECD: Sue DeSilva

Lead CDs: Jessica Bergstresser (CD/Art), Daniel Streadbeck (CD/CW)

Idea by: Mike Ward (CD/CW), Donna Foster (ACD/AD)

Additional Writers: Jeff Norman, Miriam Rood

Additional Art Directors: Vito Sabsay, Tyson Schmitt, Mallory Backmann, Billy Palmer

Producers: Tara Wert, Amber Harris

Gold Cannes Lion, 2016

Did you know that there’s a real medical code for being “Bitten by an orca”? And another one for “Spent too long in a weightless environment”? From “Sucked into Jet Engine” to “Paper Cut”, there are more than 70,000 of these “ways in” to the health care system. And every code has a story behind it. In this first-ever brand campaign for UnitedHealthcare—America’s largest health insurer—we used those codes to help show people caught in the system…and how UHC could make the whole experience a little easier, less confusing and more human.

ECD: Jeanie Caggiano

CDs: Vince Cook/Colin Selikow

Original Writer: Jeanie Caggiano

Original Art Director: Amanda Butts

Additional Writers: Dave Derrick, Alan Shen

Additional Art Directors: Stephanie Simpson, Chris Walker

Starting with his debut in 2010, Mayhem became America’s favorite bad boy. Created to personify trouble in all its guises, he cheerfully skewers your decision to cheap out on your insurance…when you should have gotten Allstate. In addition to winning countless awards, Mayhem was named one of America’s Favorite Spokes-characters by Forbes, added to the Advertising Week Hall of Fame, and had an action figure cast in his image.

Original ECD: Jeanie Caggiano

Original CDs: Britt Nolan/Mikal Pittman

Original Writer: Matt Miller

Original Art Director: Chris Rodriguez

(Since that launch, hundreds of people have created Mayhem work, but this was the team that created the idea. Mostly Matt Miller.)

Who follows a bank besides the employees? And if you do, what do you get other than yet another shoutout to National Hot Dog Day or Happy Valentine’s Day? Well, thanks to a complete overhaul of Bank of America’s organic social creative, you get a quick, entertaining infographic featuring BofA’s proprietary data. 9.5 million more people follow BofA now than did before this cheeky update.

Creative Lead: Jeanie Caggiano

ECD: Sue Desilva

CDs: Rodney Raferty, Krissy Andrews

Additional Writers: Tyson Schmitt

Additional Art Directors: David Uribe

Most Americans get health insurance through work, and never have to choose from more than a handful of plans. That all ends when you hit 65 and have to sign up for Medicare. Suddenly, you’re sorting through an average of 45 plans…or more. Every other health insurer ignored this reality. UnitedHealthcare took the issue head-on, with work that got to the way people were really feeling—overwhelmed.

“Medicare Maze” was the start of my 6-year stint running acquisition for UHC Medicare advantage. In subsequent years, with the “Entourage” campaign, we also went against the category’s depiction of white-haired gardeners and couples strolling hand in hand on beaches. Instead, we portrayed people 65+ as the rock stars they are.

Creative/Business Led: Jeanie Caggiano

CDs: Amanda Butts, Eric Routenberg, Christopher Warmanen

Additional Writers: Dave Derrick

When working on the Bank’s 2024 ANWA sponsorship we noticed something interesting: Female golfers are not only fierce competitors, but also fast friends. In a way male golfers simply…aren’t. We highlighted a real “frenemy” pair in this spot, supported by a fierce Billie Eilish track. The client’s reaction? “This doesn’t feel like us…in the best way.”

When people think of Bank of America, they think of an old-fashioned brick building with tellers and a vault full of cash money. They don’t think “AI-enabled, cutting-edged digital tools.” Changing that mindset was the focus of “Can’t Stop Banking”—an integrated campaign that helped Bank of America convert customers to faster, more helpful ways to plan, spend and save. And the more you use them, the more money BofA saves.

Creative Lead: Jeanie Caggiano

ECD: Sue Desilva

CDs: George Apfelbach, Hache Hernandez, Steve Pratt

Additional Writers: Kelley Barrett

Additional Art Directors: Katie DiNardo

I worked on Hallmark early in my career, doing spots that made people cry buckets. But while it used to be a social obligation to show up with a card, that is no longer true. So Hallmark asked for creative that made people want to go out and buy a card for someone. This spot did that, and turned a simple card into an emotional gift the recipient deeply needed.

ECD: Jeanie Caggiano

CD/Writer: Matt Miller

CD/Art Director: Phil Jungmann

After 12 years’ absence, we brought back the Merrill Lynch bull—the only true brand icon in the investment space.

And we suddenly were asked to introduce it in a big way. With a show for the financial advisors. A really big show. We had exactly 3 weeks from brief to showtime. And we’d never done anything like it before.

Creative Lead: Jeanie Caggiano

ECD: Sue Desilva

CDs: George Apfelbach, Hache Hernandez, Christopher Warmanen

Additional Writers: Alex Walentin

Additional Art Directors: David Uribe, Paco Fernandez

The credit card space is a sea of celebrities—Kevin Hart, Jennifer Garner, Samuel L. Jackson…it goes on. We took a different approach for Bank of America, putting consumers in the celebrity role as they solved everyday problems in an action-packed way. Our other handicap? All our competitors used :30s, while we only had :15s. Fun work, and great results.

Creative Lead: Jeanie Caggiano

ECD: Sue Desilva

CDs: Sarah Block, Jeff Candido

Additional Writers: Fritz Ewert

Additional Art Directors: Camill Caron-Bedard

I led the Rx to OTC switch of Nexium—the biggest switch ever. IRI called it the “#1 CPG launch of 2015.” The work was awful, but it worked. It’s not on my site. However, I did like this social effort, based on the idea that when the holidays come, you are not your normal self. You go a little crazy, and many of those behaviors—eating the wrong thing, drinking too much coffee and booze, stressing out—can lead to heartburn. Users saw a Facebook quiz in-feed, took it, and were served a video of one of their 10 “Holiday Selves.”

ECDs Jeanie Caggiano/Mylene Pollack

CD/Art Director: Ryan Dickey

CD/Writer: Craig Shparago

If there’s one thing I’ve learned, it’s that people are not motivated by a list of benefits. Advertising—in any length—works best when you tell a great story and focus on bringing one benefit to life. This effort—part of a series including brain and heart—was wildly successful for Centrum Silver.

ECD: Jeanie Caggiano

CD: Amanda Butts

ACD Writer: Dave Derrick

ACD Art: Stephanie Simpson

In our land of plenty, 1 in 8 people wake up every day and don’t know where their next meal is coming from. To make this invisible scourge visible, we created a person who doesn’t exist. By using Artificial Intelligence to sort and internalize thousands of actual Feeding America clients, weighted by USDA data, we created the face of Hunger in America.

Winner of the inaugural D&AD White Pencil, ReciPeace was an event designed to showcase World Peace Day.

ECD: Jeanie Caggiano

CDs: Matt Miller/Phil Jungmann

Writer/AD: Adam Ferguson/Kate Harding-Jackson

Many, many years ago, as a young writer, I worked on one of the first Direct-To-Consumer campaigns ever. It was for Prozac, which was going off-patent. It’s lost to the mists of time, but my partner and I did many executions in a large campaign that ran in 3 pages in magazines (a spread like this, which had copy, plus a page of the fair balance side effects). It ran for 2 years, until fluoxetine went off-patent. And I learned how to get copy through the FDA.

In a world where insurance advertising is increasingly had nothing to do with insurance, I wrote the Our Stand campaign. Starring actor Dennis Haysbert and shot by Academy-award winning director Sam Mendes, this campaign has been running for 17 years in one form or another. NOT a spokesperson, Dennis played the role of a reporter; reporting on how Allstate was different than other insurance companeis.

I wrote Allstate’s “Our Stand” campaign featuring actor Dennis Haysbert in 2003. It ran for many years. Then, in 2017, Allstate needed both to return to its authentic roots and prepare itself for expansion into new businesses.

ECD: Jeanie Caggiano

CDs: Isabela Ferreira, John Kistner, Scott Smith, Natalie Taylor

Writers/ADs: ECD and all CDs plus Jillian Lamb and Garrett Vernon

We pitched and won this high-end travel startup. It was an interesting pitch because they had the whole company attend—all 250 people. There were 8 agencies competing and it was like that moment in “Mad Men”—we’d barely gotten out of the building when they called and gave it to us.