It was the spring of 2008, and we were pitching a new piece of business —SunTrust. We were going after a bank at the very moment the banking industry was collapsing. The launch of the Live Solid campaign caught people at just the right time. It was at the forefront of the recession, and it truly resonated with people. SunTrust saw remarkable results from the campaign, helping them to not only weather the storm, but to be a bigger player in the new financial landscape. It spoke to people on such a level that graffiti artists started spray painting "being the joneses" on STOP signs.