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TM Advertising Focuses on Unity at a Time of Division

02/02/2017
Advertising Agency
New York, USA
28
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An interactive art installation named 'Dear Neighbor' aims to bring people together with Community Coffee Company

During a time when messages of division seem to be overwhelming the country, TM Advertising today launched a video message inspired by a community-focused, interactive art installation “Dear Neighbor,” created for their client Community Coffee Company. “We decided to follow up on the local “Dear Neighbor” event with a social media outreach because today more than ever, we need to find ways to unite our communities“, said Lisa Bennett, Chief Creative Officer at TM Advertising. “People in this country have had to deal with a lot over the past year and with this project, Community Coffee has provided an outlet for sending a little goodness into the world.”

The “Dear Neighbor” exhibit focused on Community Coffee Company’s family-valued philosophy “bring us together, and drive us to be better, and do better” and encouraged participation from the public.

Visitors were invited to write a note to a neighbor on a postcard, and hang it in the gallery for others to see. The notes expressed people’s gratitudes, hopes, dreams or something they loved about their community. Participants were encouraged to take photos of the notes and share them with #makeitcommunity. 

The “Dear Neighbor” project was an idea born out of our desire to inspire connections in the community,” said Scott Eckert, Vice President of Marketing for Community Coffee Company. “The project’s intent supports the values our company was founded on almost a century ago. Our team is thrilled with how well it has been received, and plan to support similar initiatives in the future.” 

Thousands of visitors participated; news stations, influencers and bloggers featured the intiative; and photographers and directors even leveraged the public gallery for their own projects, including an impromptu visit from “The Bachelor” Sean Lowe and his wife Catherine Guidici Lowe. The just-launched video will be supported by social media including YouTube.

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