THE UNITED WAY OF SOUTHEASTERN MICHIGAN


KEEGAN LIVES UNITED
PSA CAMPAIGN

Challenge: People have no idea what the United Way for Southeastern Michigan does.

We enlisted Detroit's own Keegan-Michael Key as the United Way's first-ever CEO (Chief Explaining Officer)

Idea: We created a character who played the role of a well-meaning, slightly-misguided, United Way volunteer. Key walked audiences through the organization's main missions: The 2-1-1 assistance hotline, community nutritional support, financial planning and youth education programming. The campaign helped lead the United Way for Southeastern Michigan to its most successful year ever.

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DIGITAL VIDEOS LAUNCHED WITH UNIQUE HASHTAGS


BRINGING THE CAMPAIGN TO LIFE

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: KeeganLivesUnited.org

Considering our campaign had no paid media behind it, it still managed to get a ton of eye balls.

Adweek / Fast Company / Crain’s Detroit

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CREDITS

Chief Creative Officer: Steve Chavez
Associate Creative Directors: Marty Muthuswami, Stephen Kerry, Matt Perry


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"