Make It Community - Community Coffee
Campaign Strategy / film / Design
Thousands flocked to visit the “Dear Neighbor” art installation to hang their personal hand-written notes. Following soon after the event, we developed the “Make It Community” campaign, a cross-platform ad campaign with elements ranging from TV, online video, streaming audio, digital display, social media and out-of-home. We even included high-profile placements in AT&T Plaza outside the American Airlines Center, which is home to the Dallas Stars professional NHL team and Dallas Mavericks professional NBA team. Through every execution and placement, we sought to deliver on Community Coffee’s brand promise of connecting the community and enriching the lives and moments of the people who live there. Those who experienced both the hand-written notes of the art installation and the executional components of the campaign, including the TV spots, came away with feelings of comfort and community, finding optimism in the words of strangers.