One Love Foundation: Case study

Credits & Description:

Category: Public Interest, NGO
Media: Experiential
Brand: One Love Foundation
Geo: United States
Advertising Agency: TBWA\Chiat\Day, New York, USA
Global Chief Creative Officer: Chris Garbutt
Chief Creative Officer: Chris Beresford-Hill
Creative Director / Senior Art Director: Gustavo Dorietto
Senior Copywriter: Ricardo Franco
Senior Art Directors: Angelo Maia
Planning Director: Jonathan Deves
Content Director: Anastasia Garcia
Chief Executive Officer: Rob Schwartz
Account Director: Mark Donohue
Account Manager: Jeannine Yawn
Head of Integrated Production: John Doris
Head of Business Affairs: Theresa Maranzano
Executive Producer: Matt Flaherty
Senior Producer: Steven Kreuch
Website Producer: Alex Campbell
Senior Designer: Eric Kopicki
Website Designer: Gina Pido
Photographer: Theo Allen
Creative Interns: Louis Prenaud, Hridii Kamal
Director: Charles Nordeen / Freshh.tv
Executive Producer: Justine LaViolette / Freshh.tv
Editor: Alessandra Lacorazza
Music: Massive Music
Entrant TBWA\CHIAT\DAY NEW YORK USA
TBWA\CHIAT\DAY NEW YORK USA Entrant Company
TBWA\CHIAT\DAY NEW YORK USA Idea Creation
REBEL AND ROGUE EXPERIENTIAL New York, USA Production
Chris Garbutt TBWA\Chiat\Day Global Chief Creative Officer
Chris Beresford-Hill TBWA\Chiat\Day Chief Creative Officer
Gustavo Dorietto TBWA\Chiat\Day Creative Director
Ricardo Franco TBWA\Chiat\Day Senior Copywriter
Angelo Maia TBWA\Chiat\Day Senior Art Director
Eric Kopicki TBWA\Chiat\Day Senior Designer
Gina Pido TBWA\Chiat\Day Website Designer
Louis Prenaud TBWA\Chiat\Day Art Director
Hridii Kamal TBWA\Chiat\Day Art Director
Theo Allen TBWA\Chiat\Day Photographer
Bonnie Wang TBWA\Chiat\Day Photographer
John Doris TBWA\Chiat\Day Head of Integrated Production
Theresa Maranzano TBWA\Chiat\Day Head of Business Affairs
Matt Flaherty TBWA\Chiat\Day Executive Producer
Steven Kreuch TBWA\Chiat\Day Senior Producer
Alex Campbell TBWA\Chiat\Day Senior Interactive Producer
Jonathan Deves TBWA\Chiat\Day Planning Director
Anastasia Garcia TBWA\Chiat\Day Content Director
Rob Schwartz TBWA\Chiat\Day Chief Executive Officer
Mark Donohue TBWA\Chiat\Day Account Director
Jeannine Yawn TBWA\Chiat\Day Account Manager
Charles Nordeen Freshh.tv Director
Justine LaViolette Freshh.tv Executive Producer
Published: February 2018
Synopsis:
Everyone deserves healthy relationships. The problem is that while we’ve all felt love, we’re never taught HOW to love. So this Valentine's Day, we set out to surprise people by showing them what it really means to #LoveBetter.
Entry Summary
In our culture, we’re shown how to tie our shoes, style our hair, drive a car, yet we’re never actively taught the most fundamental human skill of all, we’re never taught how to love. #LoveBetter campaign is designed to change that. By learning what healthy relationships look like and practicing these skills in our lives, we can strengthen our relationships and teach others to do the same.
Brief Explanation
For the two weeks preceding Valentine’s Day, we set up a beautiful Valentine’s Day Shop in SoHo, New York, filled with talking teddy bears, boxes of candy, jewelry, greeting cards covered with hearts, etc. that looked like regular Valentine’s gifts. When shoppers browsed for potential presents, they were shocked to discover an alarming twist — every item represented a behavior present in a toxic relationship. Hidden cameras captured the surprised reactions of visitors who afterwards were approached by One Love Foundation staff, receiving a brochure to learn about healthy and unhealthy behavior and giving testimonials about their previous experiences and how the products in the store affected them. At the end of the experience they signed a pledge to love better. Then to amplify the campaign’s reach, we opened the store online and posted the video showing consumer’s full experience at the store.