I WILL WHAT I WANT celebrates all women defying expectations and ignoring the noise of outside judgments. We launched with the inspiring personal story of Misty Copeland, the first African-American ballerina soloist for the American Ballet Theatre, in TV, cinema, online and OOH. Misty wasn't predestined to be a ballerina. But will trumps fate.
People’s Voice Integrated Webby | Cannes Silver Integrated Media Lion | Cannes Silver Effectiveness Lion | Facebook Studio Integrated Gold | Gold Effie | D&AD Online Film Wood Pencil | Webby Viral Honoree | honored by United Nations Women | Wall Street Journal's Top Ten Best Art and Sports moments 2014
Building on the Y’s 2016 “For a Better Us” campaign, we probed into how important “us” is right now. Launched just days after the Charlottesville protests, the anthem film takes viewers on a journey that explores the meaning of “us” in America, the ways in which our bonds are eroding and how the Y (one of the country’s most impactful and long-standing charitable organizations) can unite people through safe places, community outreach, mentorship, volunteerism and more. This new work reminds people that the Y exists to foster community across the country and asks viewers to help fund the important work they do in service of making us better individuals for our communities and nation.
A lot of people think of the Y as either a place with a pool or a ’70’s song. But it is actually one of the best and biggest nonprofit organizations in the country, with efforts across everything from youth development to education to social responsibility. Where society falls short, it’s the Y that steps in and fills the gaps.
In the Y’s first-ever national campaign, we created films that were inspired by and shot in communities in need in Baltimore, Maryland. After extensive research and time in these communities, we were able to make films that not only feature the real people living there, but also films that stayed true to their perspectives and experiences; Experiences are universal to people all across the country, people places that the Y is instrumental in helping.
In 1995, at the fourth annual United Nations Women’s Conference in Beijing, Hillary Clinton made her historic. “Women’s rights are human rights” speech. Twenty years later, the Clinton Foundation’s No Ceilings initiative released a comprehensive report on women’s progress over the last two decades. Its conclusion was clear: when it comes to gender equality, we’re not there yet.
On International Women’s Day 2015, we partnered with more than 20 brands to remove women from media imagery—from billboards to bus shelters to Top 40 songs to iconic magazine covers such as Vogue, Glamour, Self, Allure and W - and replaced them with the URL Not-There.org.
At Not-There.org, a video not starring Amy Poehler, Cameron Diaz, Sienna Miller, Padma Lakshmi and Jenny Slate introduced the data. Users were asked to change their social profile pictures to blank silhouettes in support of the effort. Over 300 influencers and celebrities spread the world via social media, resulting in over 25,000 tweets surrounding the campaign. In the first week alone, over 200,000 people engaged with the data bringing women and girls one step closer to getting there.
Cannes Bronze Media, Use of Events & Stunts | Cannes Bronze Media, Charities | Creativity Best Creative of 2015 | Integrated Campaign One Show Merit | Media Gold Effie
Women make up almost half the working population, yet typically earn just 76¢ - or 69¢ if they are mothers - for every dollar a man makes, in almost every profession. That means that society owes working women nearly $30 trillion.
We decided to try to crowdfund that amount, and the Equal Payback Project was born. We recruited Sarah Silverman to promote the project with a film about the lengths she’ll go to to avoid the wage gap.
Cannes Gold Glass Lion | Gold PR Clio | One Show Film Bronze Pencil | D&AD Online Film Wood Pencil
In the middle of our nation’s most absurd election cycle, we launched the YMCA’s first national campaign by introducing a new kind of leader. One that isn’t all talk. Because she can’t talk. Yet.
Zoe brought immediate attention to the Y’s effort to help every kid grow up and change the world. A donation to Zoe was a donation to the Y. Hundreds of local Y’s became Zoe campaign headquarters, with volunteers spreading the word and putting on grassroots events. Zoe’s campaign film got more than 6 million views, she won big supporters from Conan O’Brian to Kelly Osborn, and, best of all, the Y’s number of national donations doubled from the year before.
The average American has only $38,000 saved for retirement. Why? Some of our biggest financial challenges are caused by the way our brains are wired. The Challenge Lab is a place where people can learn about finances—and themselves.
We partnered with professors from leading universities to create The Challenge Lab, a destination where people can understand their behavioral challenges and learn how to overcome them. Through videos, experiments, expert articles and over 60 interactive pieces, the site breaks down five key challenges. It explains the science behind why we crave instant gratification. Why we put things off. Why we follow the herd. Why we misjudge risk. And what it means that we’re living longer.
Cannes Titanium Lion | Cannes Silver Cyber Lion | Gold Integrated Andy | Webby Winner | D&AD Integrated Merit | One Show Integrated Merit | One Show Digital/Websites Merit
The Chapter Two campaign featured a series of documentaries, online ads, outdoor and radio that told the stories of retirees who have begun to fulfill their real dreams only after ending their well-established careers. But not only did the retirees star in the campaign, they created some of it too.
One of the films follows the career path of Carol Lewis, a retired postal worker who goes on to become a filmmaker -- and director of another of the campaign's videos, about Jennifer McKinley, a woman hoping to realize her previously abandoned dreams of becoming a symphony musician.
“If something is your passion, it never dies. It never goes away. That dream is always in front of you.” — Carol Lewis
Cannes Integrated Bronze Lion | Cannes Film Shortlist | One Show Integrated Merit
When Shondaland wants to get behind Hillary, you help them.
New York Times | New York Times | LA Times | Fortune | Wall Street Journal | USA Today | Newsweek | Washington Post | The Guardian | Huffington Post | Mashable | Jezebel | People | Bustle | Chicago Tribune | Mic | Slate
To show people what we mean by “No Bollocks,” anything and anyone was fair game, including ourselves. We created a batch of honest TV commercials that debunked the category, the lies and over-promises of beer marketing.
Silver Integrated Andy | One Show Integrated/Social Silver Pencil | Cannes Film Shortlist | D&AD TV & Cinema In Book | D&AD Integrated In Book
The Inner Circle by Virgin Mobile is so good, we invited other inner circles to join.
In true No Bollocks fashion, we created The Subtexter, an app that let people call bollocks on themselves on social media.
Silver Integrated Andy | One Show Integrated/Social Silver Pencil | One Show Bronze | Facebook Studio Award Bronze | Webby Nominee | D&AD Integrated In Book
Chase Sapphire Reserve is the most progressive travel card on the market, rewarding for more experiences in more places than any other card. To prove it, we created a documentary series called "Reserve What's Next," where host James Corden tests in-beta experiences and innovations that are shaping the future of travel.
It’s hard these days to find food made with only real natural ingredients. At Chobani, it’s the only way they know how. This Super Bowl spot launched the “How Matters” platform for the brand.
Most companies make their 100-calorie yogurts with artificial ingredients and sweeteners. But at Chobani, they believe 100% natural ingredients is all you need. This Oscar’s spot launched Chobani’s first low-calorie yogurt, Simply 100.
To tell people about the new Chase Freedom Unlimited card, we hijacked other brands’ ads, and pointed out that, if that ad worked and you wanted to buy that thing they’re selling, you would get 1.5% cash back.
To honor two chip flavors resurrected from the dead, we created the internet’s most haunted destination. Guests wake up trapped in a hotel and must use their webcam, cell phone and microphone to try and make it out.
Cannes Gold Interactive Lion | One Show Gold Pencil | Art Director's Club Gold Cube | D&AD Yellow Pencil
This spot brought to you by Taylor Swift's love of Diet Coke and kittens.
Dairy milk was losing ground to all the others milks - soy, coconut, almond, rice, hemp, cashew, oat, and more (yep more). The time had come to fight the unnatural substitutes.
Communication Arts | FWA Site of the Day
Are you more likely to die from a snakebite or a construction accident? Is your child more likely to become a billionaire or a pro athlete? The answers might surprise you, because we are all actually quite bad at knowing the odds of things happening to us.
Prudential’s Game of Odds sets out to bring that to light, so we can all better plan, save and safeguard ourselves realistically for the future.
Each year, billions of gallons of rain runs off water-impervious surfaces such as concrete, metal, and asphalt. This water overwhelms sewers, resulting in rainwater mixing with waste and leading to health threats, beach closures, habitat degradation and swimming and fishing advisories. To help combat this, American Rivers created green rooftops that can trap and filter storm water rather than allowing it to run into sewers. The roofs go beyond health and provide cost benefits to both people and businesses as they greatly reduce heating, cooling and repair expenses.
To get the word out about green roofs, we created an online tool that helps show companies how they can “green” their roof, as well as the environmental and economic savings that will result. In addition, we created a “seed slingshot bookmarklet” that users can use to “green” any web page on the internet and see the amount of savings that can come from going green.
We encouraged users to put pressure on city/national leadership to implement more green rooftops.