We used iPhone-style footage to play up the personal relationship between the Big and Little and mimic the feeling of a real person wanting to capture a moment in time. Not only did this distinguish us from other staged, sappy cause communications, but it kept the production affordable for everyone donating resources.
London International Award
One Show Shortlist
We leaked videos with outrageous ‘Florida Man’ headlines on Youtube and across social media. When eager users clicked to have yet another laugh at Florida’s expense, they were instead surprised with a message about a rewarding mentorship experience. Be the man that makes Florida proud. Be a Big.
Florida Man Project
Big Brothers Big Sisters Tampa Bay had a problem: too many Little Brothers, not enough Big Brothers. And with volunteerism at a 14-year low, their challenge loomed even larger. So to convince Florida men to become Bigs, we recruited the help of an unexpected ally: The Florida Man. Known around the internet for outrageous feats, we created our own clickbait that surprised users with meaningful mentorships.
CLIENT // Big Brother Big Sister
AGENCY // 22squared
ROLE // Executive Creative Director