This campaign – under the banner "Craft Your Legacy" – promotes entries to the 2015 AICP Awards. It addresses the lack of awareness that all winners in this craft show are made a part of the archives of the Dept. of Film at the Museum of Modern Art (MOMA) in New York City. The governing principle of the campaign is to highlight this key differentiator for AICP Awards from other award shows.

In the campaign, several of today's most innovative and well-respected creative directors imagine what their lives might be like 35 years from now, and how having their work archived in MoMA's prestigious film archive might factor into their life's legacy. Each piece features a documentary style interview of a "senior avatar."

This execution features Gerry Graf in 2050. He now only has an office in a storeroom and his kids think he’s a loser, but he’s not because his Ragu commercial is in MOMA’s film archive.

This series of films debuted on the AICP YouTube channel, and were shared via the AICP social channels, including Facebook and Twitter. In tandem, the campaign was released to the trade press, which immediately picked up the story. Within hours of launch, each of the videos and press pieces on the campaign had begun to circulate on social media, with numerous retweets and Facebook posts.

The campaign raised awareness of the entry deadline for the AICP Awards and also highlighted the involvement of leading-edge creatives in the Awards’ judging process.

The number of entries increased about 8-10%.

First day results: https://www.youtube.com/watch?v=3WtabyQi0Ns

Total number of views on YouTube (to date): 56,036