BRUNA GONZALEZ
The briefing was to brand and communicate an amazing initiative by Intuit Mailchimp: put local nonprofits in the spotlight, galvanize community pride and drive donations in the process.
Where this type of initiative is often presented through deficit framing, we instead chose to treat these unsung heroes as cultural landmarks, generating curiosity and visibility for lesser-known local orgs. Inspired by travel recommendation publications like TimeOut, we set out to curate our own list of each city’s “best of,” the twist was that it was no bar nor restaurant.
By presenting the “places that do good” as the “good places to see and be seen,” we helped put these local orgs on the map and the results were overwhelmingly positive. Both for these organizations and the brand.
The Anthem
The launch featured an animated film that presented these nonprofits as local attractions to discover. The film was crafted to feel more like pop culture than advertising: an internet-friendly invitation to give back to your local neighborhood. Each character was designed to physically represent the good work that they do, and to telegraph their unique skills at a glance. We worked with the super talented team at BUCK for the animation and Antfood for the soundtrack.
Showing Local Love
We focused on 6 key markets: large metropolitan areas with diverse populations driving innovation and culture—cities with active pools of local nonprofits that could use an extra boost.
We then partnered with Giving Tuesday to amplify our reach on a national scale.
The Website
To make it easy for people to donate, we created an interactive website, with the talented team at Schoooool, expanding on the animated visual world of Give Where You Live. The site served as a local recommendation engine and a digital directory for local nonprofits, helping visitors discover (and support) the good in their neighborhood.
