ONE DIRECTION
<This musical and pop-culture phenomenon picked up where Lady Gaga’s The Born This Way Foundation Kindness Campaign left off one year prior to create a second back-to-school seasonal program featuring each band member with custom-created words around their unique personal experiences with bullying in order to encourage youth to LIVE Nice, True, Unique, Confident and Original lives. The program featured a full complement of back-to-school products by retailer Office Depot and included a print campaign, public service announcements, digital microsite, tie-ins with Google’s 1D Day event and the Sony movie, This is Us, as well as numerous other sponsorship branding collaborations with their world tour. The program received record public relations and social media impressions, prompting Twitter to reach out directly and culminating in the PSA spot winning a prestigious Clio Award.
IDENTITY
PSA’s
IMAGERY
PRODUCT
APPAREL
POINT OF SALE
MOVIE TIE-IN
WEB
DIGITAL
EDUCATION
