Project Description

Elevating the Intuit masterbrand, a company primarily known only for its individual products (QuickBooks, TurboTax and Mint).

Brand Context

Intuit, the fintech powerhouse behind TurboTax, QuickBooks, and Mint, had a visibility problem. While its individual products were household names, the masterbrand itself was virtually invisible. Consumers understood the tools, but not the company behind them—missing the magic of how these products worked better together. Internally, Intuit lacked a cohesive story to unify its offerings and communicate the true value of its data-rich ecosystem.

The Challenge

How do you take a company that operates in the background and make it a brand hero—without cannibalizing its beloved products? Intuit needed to evolve from a “house of brands” to a “branded house,” communicating the benefits of an integrated ecosystem to a skeptical, self-reliant audience: the self-employed. The ask was simple but significant—build brand awareness, fast.

Strategic Insight

The self in self-employed doesn’t mean you have to go it alone.

This reframed independence not as isolation, but as empowerment—backed by smart tools and a trusted ecosystem. Intuit’s advantage wasn’t just software; it was synergy.

Creative Execution

Phenomenon partnered with Intuit to launch a bold, multi-phase campaign centered around a four-minute animated film: “A Giant Story.” The narrative humanized Intuit’s technology, positioning it as a behind-the-scenes giant helping entrepreneurs thrive.

We started inside the company—enlisting 10,000 global employees as campaign evangelists. Then we made a splash on YouTube’s masthead, hijacked the Super Bowl with a :15 teaser, and brought the giant to life across Snapchat AR and SXSW activations. Every touchpoint told a consistent story: Intuit powers prosperity.

The campaign also shifted Intuit’s brand architecture. Instead of living in the shadows of TurboTax and QuickBooks, Intuit emerged as the guiding force, with a clear, relatable brand purpose.

Results

  • 813MM earned impressions in just two weeks

  • 300% lift in brand awareness

  • 550% increase in YouTube subscribers in 36 hours

  • 23.7MM views of “A Giant Story” in four weeks

  • 7X sales goal with 160% more sign-ups than projected

Reflection

By transforming industry jargon into emotional storytelling, we didn’t just build awareness—we built belief. This wasn’t about advertising. It was about repositioning Intuit as the indispensable partner for the self-made.

Final Tagline

Powering Prosperity Around the World

Brand Films

Gallery