In the Fall of 2022, Cumberland Marketing launched its first ever What Matters Campaign, a giveaway sweepstakes for local non-profits to win a free identity video. Local non-profits submitted a short-form video explaining who they are, their mission, and how winning would impact their organizations. What Matters shortly began after Cumberland launched their internal campaign: What you’re doing matters, let’s go prove it.

Branding is a bold, modern look that fits within the existing CM brand system. The landing page served as the hub for the duration of the campaign from launch, to nominations and gathering video submissions, as well as public voting for the finalists.