Idea: How do you take a 1 day event and turn it into a 365-day program? You tap into human instincts for competition and community spirit. Play up people's desire to do good and then tell the world about it. All by creating a product that integrates these innate passions with established consumer behavior.       Role: Created and crafted the idea and concept       Media: Mobile App, website, OOH, banners      Team: Dave Bourla