I WILL WHAT I WANT celebrates all women defying expectations and ignoring the noise of outside judgments. We launched with the powerful personal story of Misty Copeland, the first African-American ballerina soloist (and now first principal) for the American Ballet Theatre, in TV, cinema, online and OOH. After the launch, Misty went on to become one of Time’s 100 most influential people and was even featured on their cover. Under Armour surpassed Adidas, for the first time in it’s history, to become the second biggest activewear company in the country.
Honored by United Nations Women | Wall Street Journal's Top Ten Best Art and Sports moments 2014 | Adweek 2014 Ad of the Year | CBS News | ABC News | Fox News | CNN | Good Morning America | Time | The New York Times | The New Yorker | Yahoo | People | Slate | Forbes | Mashable | Huffington Post | BuzzFeed | 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
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 in August 2017, 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.
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.
Also as part of Zoe’s campaign, hundreds of Y’s across the country offered free child care on election day.
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 and dozens of actresses, models and celebrities 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.
#1 Trending Campaign on International Women’s Day | ABC News | CBS News | Fox News | Good Morning America | MSNBC | New York Times | Adweek | People | Vogue | Newsweek | Fortune | Mashable | Campaign | BuzzFeed | Washington Post | Huffington Post | USA Today | Fast Company | Cannes Bronze Media, Use of Events & Stunts | Cannes Bronze Media, Charities | Creativity Best Creative of 2015 | Integrated Campaign One Show Merit | Media Gold Effie
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.
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 | MSNBC | Good Morning America | Bloomberg | Time | Mashable | Vanity Fair | US Weekly | The Guardian | Daily Mail | Adweek | E! | The Drumm | Jezebel | The Cut | BuzzFeed | Boing Boing | Campaign
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
One trait all American presidents have shared is a love of reading. Not so with our current POTUS. He does, however, love to tweet. Which is why we decided to tweet him 20 essential books. One 140-character passage at a time.
To create the reading list, we collaborated with 15 prestigious authors, professors, activists, and journalists, including famed New York magazine writer Jonathan Chait, the Institute for the Study of Human Rights at Columbia University director Kristina Eberbach, Brown University professor and author Matthew Pratt Guterl, and Harvard economics professor and Noble prize winner Oliver Hart, just to name a few.
Users voted to decide which book gets tweeted out next. And donated to show support. One hundred percent of the proceeds went to First Book, a nonprofit social enterprise that provides new books, learning materials, and other essentials to children in need. First Book has distributed more than 160 million books and educational resources to programs and schools serving children from low-income families.
To be honest, the results have been disappointing. As in, he still doesn’t know anything.
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 after ending their well-established careers.
But not only did the retirees star in the campaign, they created 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
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
Chase Sapphire Reserve is the sexiest travel card on the market, rewarding for more progressive 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.
Sperry had become synonymous with imagery of frat boys in salmon pants on Daddy’s schooner. It was time to take ownership of the preppy past they helped define and redefine it for today. Prep For All is all about democratizing prep by poking at the stereotypes of preppy-dom and showing how a culture that began with the few now belongs to the many.
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.
The Guardian’s 5 Best Super Bowl Ads 2014 | Fast Company Best Super Ads 2014 | Good Morning America | ABC News | Rollingstone | New York Times | Washington Post | Huffington Post | Adweek | Business Insider | Variety | USA Today | AdAge
The Inner Circle by Virgin Mobile is so good, we invited other inner circles to join.
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. And the long-form film spent more time in the newly created “Freshest Valley” farm.
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 Freedom Unlimited gives you 1.5% cash back on everything you buy. Which is great, because people are always trying to sell you shit. In this campaign, Ellie Kemper crashes other brands' ads to let people know they could earn cash back on whatever those other ads are selling.
Starbucks has hired more than 10,000 veterans and military spouses, with plans to hire many more. This means every day, in their stores across the country, Starbucks employees are getting to know veterans as well as we all should.
We found real Starbucks employees’ who had initially asked their veteran coworkers stereotypical and sometimes offensive questions and come to realize they had been too assumptive in their views on veterans.
With fewer Americans today knowing veterans than ever before in history, it’s a message we should all listen to.
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.
For their Grand Challenges initiative, the Gates Foundation wanted to encourage anyone to submit their world-changing ideas for a chance to receive $100,000 in funding.