When people were used to seeing holiday ads, we created a seemingly cheery film with a haunting twist.

The film:

During the holidays, a homeless shelter is filled with volunteers and there’s plenty of food and joy to go around. Children run through the cheery crowds and past the colorful lights. A man performs a somber version of "Don't You (Forget About Me)" by Simple Minds at a piano, but when he stops to warm his hands the scene transitions and we suddenly find ourselves in a colder, starker place. It’s after the new year, and the shelter is nearly deserted, with only a few volunteers handing out food. State Farm reminds people that, even though the season of giving ends, the need remains. People can volunteer at the NeighborhoodofGood.com.

We launched our film across all the main channels of broadcast, online, and social on January 1. This was done to coincide with the beginning of the new year, when our message of the importance of volunteering after the holidays would be most relevant.

To launch the spot, we utilized high profile broadcast placements, such as the NCAA College Football Championship, the Today Show, and the Post Super Bowl “This is Us” Finale airing.

The film ran from the beginning of the year through Valentine’s day (2/15/2018) – airing over 6000+ times during that period.

The film had massive reach garnering over:

• 131 million social impressions

• 24 million video views

• 344,643 streams of the track

• Most important, we saw an over 400% increase in traffic to State Farm’s NeighborhoodofGood.com where people could find opportunities to stay involved in their own communities.