"The Toughest Letter”: Fundraising Documentary
ACD/Copywriter: Dan McCormack | ACD/Art Director: Fernando Passos
CD: Pedro Perez/Josh Gross
Cannes 2 Shortlist One Show 2 Merit NY Festival 4 Bronze, 5 Finalists Clio 1 Shortlist
Effies 2 Silver, 4 Bronze Communication Arts Advertising Annual 58 Jay Chiat Award 2 Bronze
“The Toughest Letter”: Case Study
At the Club's annual fundraising luncheon in December we projected this piece to create an immersive 360 experience that helped drive more at-event donations than ever. Ultimately our campaign not only raised enough money to keep the doors open, it was the most successful fundraising effort in their 116-years. I had the distinct honor of writing the poem read as voiceover, as a small tribute to the city I call home.
"Open Letter to the Street"
ACD/Copywriter: Dan McCormack | ACD/Art Director: Fernando Passos
CD: Pedro Perez/Josh Gross
Off The Street Club is a refuge for inner-city children in Chicago’s war zones. To raise enough money to keep the club open, we needed people to realize that the tragedy extends beyond those who die. So, we turned to a group of survivors.
Writing about traumatic experiences and sharing them with a group is therapeutic for combat veterans. On October 8th, as part of their therapy, we asked veterans to read trauma statements written by another group. Then we revealed they were written by children in the Club.
On Veteran’s Day, we released this experiment - “The Toughest Letter” - to reframe the violence in Chicago to people who’d become numb to it, and raised more money than the Club had ever raised in its 116-year history.