We are part of an industry which is not very sexy to many people, but nevertheless very important in their lives. At the point when they do decide to engage, we want to be top of mind as a brand with which they have a positive associations. Given this situation, we needed to find a way to connect on emotional brand values rather than practical advice and offerings.

Objectives:

• Create positive brand affinity and sentiment

• Promote understanding of our brand values through a compelling story

• Extend brand reach through different partners and ad opportunities

Mick Ebeling is our client, digital influencer and a shining example of the Own your tomorrow spirit. We wanted to tell the story of how his quest to help a legendary artist suffering from ALS led him to create his company Not Impossible Labs. The centerpiece of this campaign is a 10 minute, documentary-style film which lives on ownyourtomorrow.com, YouTube, Vimeo and also premiered live at a special screening in LA.

In order to convey a more culturally relevant, entertainment feel, we took a more cinematic approach to production and distribution, including:

• Hiring an Academy Award winning director

• Using traditional opening and ending credits

• Hosting an LA film premiere with exclusive cast Q&A

• Hosting several film screenings

• Running trailers in actual movie theaters

Over a roughly six month period starting in October 2018:

• ~10 min film that tells the story of client Mick Ebeling

• 50+ pieces of custom assets (video, images, etc.) optimized for distribution across paid, earned and owned media channels

• Ownyourtomorrow.com film destination

• 1 LA premiere screening event and panel discussion for clients and prospects

• 6 employee lunch-time screenings and intranet featurette

• Design plans for a TEMPT mural in LA

• 93 Million Impressions

• 12.8 Million Video Completions

• 26,000 Social Engagements

• 45,000 Site Visits

• 299 Accounts Opened