TurboTax

Danielle Roark, Senior Marketing Manager
Greg Johnson, CMO
Cathleen Ryan, Director of Marketing, Advertising

Wieden+Kennedy *Lead Agency

Christine Sheehan, Group Interactive Strategy Director
Nathan Goldberg, Strategy Director
Vanessa Miller, Account Director
Courtney Nelson, Group Account Director
Kim Sizemore, Group Media Director
Max Stinson, Creative Director
Erik Fahrenkopf, Creative Director

Millions of Americans were terrified of tax software. They imagined clickable spreadsheets and complex online forms only smart people could use. They feared making a mistake, losing money, and the IRS, which the assisted tax brands used to their advantage. People didnt know TurboTax revolutionized taxes like Apple had revolutionized music. We needed to update Americas perception of tax software and show TurboTax wasthe newway to do taxes.The campaign broughtreal geniuses in to help people with their taxes, but were quickly rendered useless.TurboTax was all the genius they needed.