FOLLOWING State Farm
Opportunity: Celebrate State Farm’s long-running commitment to community volunteerism.
Insight: Instead of simply chest-pounding about how much the State Farm company cares... let’s actually inspire people to volunteer themselves.
Solution: Build an online volunteering hub where people can search for volunteering opportunities in their communities. Launch the site via an emotional film about turning caring into action.
The :60 version of the film debuted during the Final Four broadcast, and the long-form, online version received over 20 million organic views in just two weeks. The song from the film shot to #1 on iTunes, and the volunteering site was flooded with millions of visitors. Volunteer orgs from across the country reached-out to list their own openings on the site.
9/11 TRIBUTE State Farm
Opportunity: Commemorate 9/11 by paying tribute to New York City firefighters and those who made the ultimate sacrifice.
Insight: How better to share our country's profound respect than through the voices of those who experienced such a fateful day?
Solution: Children from all five boroughs gathered to celebrate NYC firefighters through song. Interviews were captured with the children and firefighters, creating a documentary honoring the victims. The children's version of 'Empire State of Mind' was launched on iTunes, with 400+ downloads and all proceeds going to the National Fallen Firefighters Foundation.
