Challenge: Every year the American Heart Association runs the “Wall Street Run and Heart Walk”, and thousands of New Yorkers show up for a good cause. But for the last five years, participation and donations have been on a steady decline.

Solution: "New York, New York". The theme song for every competitive New Yorker. The lyrics became a rallying cry for the city's spirit of kicking butt and taking names. Coupled with a Saul Bass Graphic style to make it unmissable, business leaders and everyday New Yorkers rose to the occasion.