Re-brand scholastic achievement for New York City’s 1.1 million public school students by re-enforcing the connection between academic performance and future success.

Instead of crafting a traditional advertising campaign, we chose to recognize and reward students’ personal achievements with something they actually wanted.By partnering with Verizon and Samsung, we developed the world’s first communication device fueled by academic performance. The Million is a free cell phone with free talk time and text messaging rewards for excellent attendance, behavior, classroom participation, homework and grades. The more students excel in school, the more they get out of their phone.

Learning is earning.