Every year, 43North—the $5 million startup competition hosts a week-long celebration that showcases entrepreneurship in Buffalo. The week wraps during 43North Finals Night, where competition semi-finalists from around the globe are chosen to pitch to a group of star judges for their chance to win $1 million. In 2015, the WE MAKE BUFFALO campaign was created to engage the community in highlighting Buffalo's innovative spirit during finals night and on social media. White Bicycle worked with 43North to design the campaign brand and finals night theme. This included social media strategy, fun swag (that you'll see people sporting around town), a website that shared Buffalo startup stories, and a ton of 43North branded materials that supported the week of events.