For the holidays, gifts for those who give
Production | Post
My, goodness.
Gotta hand it to U.S. Cellular, there aren’t a lot of marketers that would be okay building a whole holiday campaign around a concept without any scripts.
To their credit, that’s exactly what they did. In the first year of what would become a four-year campaign, we spent a month roving around Midwestern cities looking to help out the people who were out to help others.
U.S. Cellular called it 30 Days Of Good, and oh, was it ever.
U.S. Cellular | direction, editorial
”30 Days of Good: The Football Granny”
The Future of Good
One good thing led to another. In the years following we shifted focus to young humanitarians improving their communities.
Eventually, our recipients began to know what was coming — we visit, make a documentary, and leave them with a gift to extend their work. Our challenge was to keep surprising them.
So for one young leader in Milwaukee we presented one gift to make his day, and a second gift that changed his life.
U.S. Cellular | direction, editorial
”The Future of Good: Ryan Graham”