How do you explain the mission of an organization that people think they know, but actually don’t?
You bring in an entirely new kind of CEO.
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The Chief Explaining Officer
We enlisted Detroit's own Keegan-Michael Key as The United Way's first-ever Chief Explaining Officer. Playing the role of a well-meaning, if slightly-misguided, United Way volunteer, Key walked audiences through the organization's main missions: the 2-1-1 assistance hotline, community nutritional support, financial planning and youth education programming.
A true 360 Campaign.
Social posts, online banner ads, building signage, billboards and wild postings featuring hashtags based on Key's most intriguing verbal slip-ups drove curious onlookers to discover more online.
WRAPPING IT ALL UP
The 360 campaign pushed to a microsite, KeeganLivesUnited.org, that explained the real story of The United Way's efforts in Detroit.
Awards
6 D-Show Awards:
PSA & Political Collateral Integrated - Campaign
Digital Media - Social Media - Campaign
Digital Media - Social Media Individual Element "Food for Thought"
Digital Media - Social Media Individual Element "Little Al"
Digital Media - Social Media Individual Element "Storytime With Key"
Digital Media - Social Media Individual Element "Food for Thought"
Mediums
Social + Out of Home + Guerrilla + OLA
CREDITS
Leo Burnett
Executive Creative Director: Steve Chavez
Writers: Matt Perry, Marty Muthuswami
Art Director: Stephen Kerry
Executive Producer: Brian Dooley
Director: Jordan Brady
Production Company: Superlounge
Editor: Eric Wiemer
Editorial: Beast Detroit