VineViewer is a fun utility developed (rapidly) by SS+K and Firefall Pro designed to allow people to search the growing library of vines based on their tags. We were really excited by the launch of Vine. Like everyone else in our business, we immediately began thinking of different ways we might bring vines in on our client work. In doing so, we lamented that there was no simple way to search for vines of a specific topic, like love for Valentine’s Day. Now you can.Top
We pride ourselves on producing campaigns that get people talking, thinking, acting. And the Obama/Biden 2012 presidential campaign got people talking, thinking, and acting like no other effort in modern American politics. Thousands of campaign staff, hundreds of organizations, and many other agencies worked on advertising and media. We’re incredibly proud to be counted as a small part of the team.
As the campaign’s youth agency, we developed two campaigns to reach young Americans.
The first campaign – “First Time” – aimed to convince college students their first time voting was an important, life-changing decision. Moreover, we emphasized their ‘first time’ should be in support of the President.
We even got Lena Dunham in on the action. Through a video that’s been viewed more than 2.5 million times, Lena sparked a national conversation about the issues that matter most to young people.
The second campaign – “For All” – used the Pledge of Allegiance as its foundation. The campaign underscored both the president’s vision that we’re greater together and the values that connect young people to him. It provided young Americans the opportunity to share their own visions for the future. The idea was simple: write an issue on your hand, take a photo, post it on Instagram and spread the word. You might recognize some of people in the shots below. We think it was the first Instagram-based political advertising campaign and it reached deep into our target. More than 76,000 Twitter users tweeted with the #ForAll hashtag, potentially reaching more than 150 million people between September and election day.
The result? The numbers tell the story. 18% of young Americans turned out in 2008, with 66% voting in support of the President. This time around – even amid concerns about the economy and disenchantment with the political process – they turned out again and in record numbers. Young people made up 19% of the electorate in 2012, an all-time high, and 60% of them voted for President Obama. Analysts have said the youth vote made the difference in VA, OH, FL and PA, key battleground states that put the President over the top. Moreover, the ad was named Time’s #3 ad of the year.
While most people spent the summer thinking about anything but school, we thought about it a lot. Great new clients Kaplan and American Student Assistance kept us in academic gear. And, in June, we launched the College Board’s Don’t Forget Ed campaign to keep education from being forgotten during the election cycle.
We put 857 empty desks underneath the Washington Monument to symbolize how many high school students drop out every hour of every school day.
The installation rocked, and made its way to the front section of the New York Times.
Next, we piled $1.5B in hundred dollar bills on Wall Street across from the New York Stock Exchange to represent what we gain by reducing the high school dropout rate by just one percent:
And it ain’t over yet. Hint: watch the debatesTop
It’s not what you expect to hear from anyone, least of all from the world’s leading pharmaceutical company. And that’s the point of our new effort with Pfizer.
Get Old may not be what we expect to hear, but it’s what we all hope to do: live longer, do more, see more. It’s a call to rethink our assumptions about our futures in light of medical science’s promise combined with our own potential.
Get Old is a unique, provocative platform built on a core human truth – that everyone wants to live the longest, fullest life possible, at any age. This platform encourages dialogue, celebrates experiences and provides a space to share the wisdom and knowledge that come with getting older. Get Old represents a new bottom-up, listening-based approach for Pfizer, an effort to support a very important conversation in channels where people are already conversing.
Developing this with Pfizer has been a fascinating outing for us. It’s news we want to share with our friends, but we also invite you to join in:
- Visit GetOld.com to tell us how you feel about getting old and to dive into the stories, videos, tips and information shared by Pfizer, their partners and ordinary people.
- Join the conversation by liking the Get Old page on Facebook, follow us on Twitter @GetOld and under the hashtag #LetsGetOld.
- And If you’re near Pfizer’s worldwide headquarters in New York, at 42nd Street and 2nd Ave, come see our window installation.
We have the privilege of doing a lot of great things for a lot of great clients, but, every now and then, we get the chance to do something that brings together all of what we do best. For us, this has been one of those.