The three-day initiative, titled "S&T Bank Draft Headquarters," centered on connecting with local audiences during one of Western Pennsylvania's most significant public events. Beyond brand visibility, the campaign facilitated a $50,000 donation to Pennsylvania Wounded Warriors, Inc., funded by proceeds from draft-themed events held in collaboration with iHeartRadio.

S&T Bank CEO Chris McComish noted that the project allowed the institution to engage new audiences in a manner reflecting its people-forward mission. Jordyn Kemats, director of sales strategy and marketing, credited the success to the collaboration and creativity required to execute the ambitious activation within Pittsburgh’s football-centric culture. The ABA evaluates nominees based on strategic execution, creative impact, and overall concept, selecting S&T from a competitive field of national banking institutions.