#UNBUSTABLE

During the 2017 NCAA college basketball season, we took advantage of the hype surrounding March Madness to help take down cancer. We recruited a new class of Hardwood Heroes, seven cancer survivors whose spirit is #UNBUSTABLE, and shared their stories to raise awareness and donations through Infiniti's Round by Round bracket, the only bracket that, like the Hardwood Heroes themselves, never busts. This integrated campaign brought our message to basketball fans through TV, online video, social content, and in the form of an on-ground activation at the Final Four in Phoenix.

By campaign's end, Infiniti donated over $1 million to fight cancer. #UNBUSTABLE.