Our client, a rapidly growing online bank, is part of a larger financial services organization that was recently added to the Fortune 500. In honor of the occasion, our client bought a prominent ad placement in this year’s issue: a 26-page sequence of sliver ads appeared at the bottom of each page of the list. Our concept was “It all adds up.” Each headline is a variation of the phrasal verb “It Up”—Size it up, count it up, etc. A swooshing pattern of plus symbols reinforce the headline. The placement drove account openings with more than double the average new account balance.