In a city where fantasy and excess often usurp reality, it should have surprised few attendees at the American Institute of CPAs Fall Meeting of Council that critical profession-centric issues such as interstate mobility and peer review were upstaged by the appearance of a costumed pig.As an extension of its ongoing 360 Degrees of Financial Literacy effort, the institute and the nonprofit Ad Council have partnered on a multimedia campaign titled "Feed the Pig," designed to encourage savings among 25-to-34-year-olds - a demographic that encompasses roughly 40 million Americans.

The comprehensive media effort will include television, radio, print, banner ads and text messaging to help emphasize the importance of savings (the tagline refers to the old-fashioned piggy bank). The campaign, which debuted during the second day of the confab, was created by the Chicago office of Young & Rubicam and features Benjamin Bankes, a tuxedo-clad, cherubic pig, who initially will appear in a series of four television spots.

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