BECU
Bow Down to Washington
In 2011, BECU partnered with C+C to launch the credit union’s University of Washington (UW) branded debit card by creating “Bow Down to Washington,” a now-beloved video featuring famous UW alum singing along to UW’s fight song. In 2018, BECU approached C+C to refresh the video for a new generation of Huskies. So we gave the 103-year-old fight song a 21st-century twist, working with a local hip-hop producer to create a remixed anthem that was featured in a :30 spot and :60 spot alongside a celebrity cast and UW’s Hip-Hop club. The team leveraged the school spirit of students and alumni as well as the local hip hop community to achieve more than 1 million views through social media, broadcast and in-stadium opportunities.