I decided to use this forum to celebrate some of the bravest and boldest acts I’ve seen over the past year. By that, I mean those brands that kept resetting the bar for what looked like “excellent” in the DTC space. Those who help remind us all why we are in this business in the first place Below are examples of work that really stuck with me in 2022. They run the gamut from working outside the home to printing to innovation and film. All different mediums, but all are crown jewels for bringing great insights to life with great execution.
Agency: Boone Oakley, Charlotte
Client: StarMed Healthcare
Title: “Wilmore Funeral Home”
I remember the first time I saw this remarkable and unconventional method chosen by StarMed Healthcare to generate an urgent COVID vaccine. The way in which most vaccine awareness messages were being promoted at the time was alarming, poignant, and atypical. This down-to-earth and primal campaign is infused with a message that seems unrelated to the Advertiser – a message that, once it reaches you, is impossible to forget. The expedition was a local boost for North Carolina as the Delta variant rose. The portable billboard in the picture says it all with an incredible stopping power that really gets you thinking. I think the bulletin board also provided a quick way to help people sign up for the COVID vaccine. Really well done.
Agency: Eversana Intouch, New York
Title: “Erase the Line”
This campaign is an excellent use of print in its pure form. Creating such poignant awareness about a very important and unshared fact: “Black women are 40% more likely to die from breast cancer than white women.” Stay tuned for every detail in this campaign, from the basic idea of Erase the Line and the unique visual depiction of the art direction, to the painstaking craft of typography. Every aspect of this work is creating greater awareness of the needs of a systematically biased healthcare system. You can not notice this action. Nor should you.
Agency: Leith, Edinburgh
Client: Justin Edinburgh 3 . Foundation
Title “Overtime Badge”
If a person is in sudden cardiac arrest, every minute without CPR may be the difference between life and death. When most people think of industrial innovation in this field, they usually think of large partnerships with high-tech companies, but this life-saving approach is just the opposite. It is flattened on the soccer jerseys of where CPR should be performed, and the badge contains key information to help people learn how to perform CPR. What a direct and effective way to get information to people when and where they need it. The Overtime Badge educates young footballers, coaches and parents in the key steps of CPR, giving anyone and everyone a quick and immediate education on how to resuscitate a person in need. It’s amazing how Lo-Fi technology as simple as iron patch can save lives. This is a simple and clever idea.
Agency: Arch Film Studio
Client: International Humanitarian Association
Title “Save Ralph”
This might be my favorite job this year. It touches on a topic we are all aware of, and likely to feel bad about, but don’t do much to raise awareness or change our habits to address… Animal testing of cosmetics. Save Ralph guts you by showing off the daily routine of a rabbit lab, humanizing the main character with emotions and a dependable back story. Every aspect of this short video hits it out of the park – acting, directing, and voiceover – even the well-written dark humor text off the charts. After seeing this, I personally vowed to only buy products that are free from animal testing.
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