People only see United Way as a generic corporate non-profit with no tangible services. Nobody knows what the United Way actually does. We created a character who played the role of a well-meaning, slightly-misguided, United Way volunteer. We enlisted Detroit's own Keegan-Michael Key as the United Way's first-ever CEO (Chief Explaining Officer). Keegan walked audiences through the organization's main missions.
Adweek / Fast Company / Crain’s Detroit
Recognition: Six Detroit Addys - D Show Awards /// PSA & Political Collateral Integrated — Campaign, Digital Media /// Social Media - Campaign
Digital Videos with Unique Hashtags
Spreading the message
Considering our campaign had no paid media behind it, it still managed to get tons of eye balls. Teaser videos, Social posts, building signage, billboards and wild postings featuring hashtags based on Key's most intriguing verbal slip-ups drove curious onlookers to discover more on the microsite.
CREDITS
Chief Creative Officer: Steve Chavez
Associate Creative Director / Copy: Marty Muthuswami, Matt Perry
Associate Creative Director / Art: Steve Kerry
VP, Head of Production: Brian Dooley
AWARDS
Six Detroit Addys - D Show Awards:
PSA & Political Collateral Integrated // Campaign
Digital Media // Social Media - Campaign
Digital Media // Social Media Individual Element "Food for Thought"
Digital Media // Social Media Individual Element "Little Al"
Digital Media // Social Media Individual Element "Storytime With Key"
Digital Media // Social Media Individual Element "Food for Thought"