Dun & Bradstreet Credibility Corp.

Viral Video Winner

Campaign: EdAhead Awareness and Adoption

It's difficult enough to get the typical CEO to star in a YouTube video. To get an exec to mix it up with a group of first graders is almost unheard of. But that's exactly what Jeff Stibel, the CEO of Dun & Bradstreet Credibility Corp., did in a charming three-minute promotional video for the company's innovative employer-matched education savings program. The video was created to introduce a program that matches employee contributions to 529 savings plans. It features Stibel pitching the plan to what appears to be a board meeting, but a cutaway shot reveals that the room is filled with skeptical kids. “Do they call these board meetings because they're boring?” one asks. Priceless. We loved this entry because it's so rare to see executives let loose and laugh at themselves. Stibel even consents to letting the kids push him around the room in his rolling chair. Why don't we see more videos like this?