We used our regional Super Bowl spot to give five hopefuls their first big break by casting them in a musical number with Jennifer Hudson:

We also dedicated our print ads to aspiring photographers, poets and artists, including a 4 page spread on the inside cover of People Magazine. We dedicated our radio ads to up and coming local bands in the various American Family markets. We also did a social media promotion where we did chalk renderings of dreams people tweeted using #DreamFearlessly.

This case study video explains more:

To underscore that we cast real people in our Super Bowl ad, we also ran teasers showing their reactions to getting the part: