American Red Cross (pitch)
Video, print, OOH, vending, magazine spread, mobile app
The challenge:
The American Red Cross receives the majority of its donations when large disasters occur. They wanted to create opportunities for millennials to interact with the Red Cross, and with each other, all year long.
The idea:
Shift from dramatizing disaster to an uplifting can-do message about “change I can be a part of.” Make it easy for millennials to connect digitally, and think forward. Create brand experiences that resonate, and point them toward the next.
The idea behind the idea:
The audience grew up hearing, "be the change you want to see in the world" but needed touch points that touched closer to home. Fashion spreads, concerts, and text-first opportunities meet them where they are.
