GAP FALL 2018
RESEARCH / CREATIVE STRATEGY
We created a digital-first campaign that brought good people together in good clothes (that are good for the planet) and showed that when you do a little good, it can spark a whole lot more.
Role: Creative Strategy team - Concept Development, Design Thinking
IDEA
In collaboration with Twitter, we established a #positive search criteria, and scraped the social platform to create a song with each line made from real posts by real people.
INSIGHT
Over 60% of all daily social media posts are #positive.
EXECUTION
“A good song with all the good vibes.”
We brought together feel-good rapper KYLE and musician and activist Madame Gandhi to take positive messages, put their own spin on them and come up with a feel good song.
“Used social listening tools to seek out positive messages on Twitter and partnered with up-and-coming musician and actor Kyle to create a song using the tweets.”
-MarketingDive.com
Agency: Yard NYC
Campaign Director: Jaron Albertin
Retail Campaign Photographer: Oliver Hadlee Pearch
Digital Campaign Photographer: Lorenz Schmidl
Social Campaign Director: Jason Evans