Team: SOCIALDEVIANT
Overview
SOCIALDEVIANT enlisted a couple of grandmothers to dole out advice via Instagram to raise awareness of a local non-profit.
This activity commemorated the agency's seventh anniversary, as well as its seventh time supporting Random Acts of Kindness Week.
Approach
The agency first mobilized its staff to support Random Acts of Kindness Week by partnering with local nonprofit H.O.M.E. (Housing Opportunities and Maintenance for the Elderly), to remind people of the importance of creating meaningful connections with seniors in their lives.
SOCIALDEVIANT then used two street teams at the James R. Thompson State of Illinois Building in downtown Chicago to connect passersby with ‘grannies’ Dorothy and JoAnne through a live FaceTime feed.
The feed was streamed via an iPhone placed inside a box decorated to look like a granny's living room, giving it the feel of a DIY VR headset.
The two grannies were comfortably ensconced at the agency's office as they shared stories and advice, which was then posted to the @The_InstaGranny page the agency created on Instagram.
Those who participated received a fresh-baked, granny-worthy cookie, along with a printed call-to-action to pay the kindness forward.
Results
For its warm and goodhearted approach to creativity, The Drum’s readers voted the activation the US Creative Work of the Week.
Media Coverage
