Easterseals is a nonprofit dedicated to providing disability services to communities. We created the 2019 campaign, We Celebrate, around the idea of celebrating inclusivity and launched it in Southern California.
The Rose Parade
The campaign, which also celebrates Easterseals’ 100th Anniversary, kicked off by hyping their float debut at the Rose Parade. We designed imagery and messaging to encourage people to watch for their birthday cake float in the parade.
At the campaign launch, Easterseals introduced its float riders for the parade. The celebratory 100 year t-shirts that we designed were passed out at the event.
The core of this campaign was celebrating slices of everyday life. I storyboarded a :60 spot that captured this sentiment that we presented at our director interviews.
We Celebrate | Easterseals Southern California
The shoot was wildly successful, and we captured a bunch of beautiful footage that fit our spot perfectly.
At its core, Easterseals of Southern California’s goal was to gain awareness, celebrate their 100th birthday, and spread a message of inclusion.
The “We Celebrate” functioned in three ways: as a statement positioning Easterseals as an upbeat, positive organization, as a tie-in to their 100th anniversary, and most importantly, as a way to celebrate emotions and uplifting things that abled people could relate to.
Because the 2019 campaign was the nonprofit’s 100th anniversary, we wanted to supplement stock imagery with photography taken from all past shoots, like the shot of Easterseals client, Mauricio, you see on the right.
We developed a visual language for the campaign that dictated that all executions would either have no photos, one photo, three photos, or six photos, like you see in the print ad above.
Our messaging strategy lent itself really well to social carousels, like the one you see above. We also created :15 microstories that highlighted moments like the three girls on the bicycle.
When possible, we strove to take advantage of contextual relevancy in placements like the OC John Wayne airport above and the Staples Center Clippers games at the very top.