American Cancer Society:
Social Fundraiser Campaign
We launched a multi-channel digital campaign to inspire fundraising for ACS.
Our 30-second explainer-style YouTube ad came in four variations: each highlighting a different challenge — daily pet pics, hobby snapshots, fitness tracking, and daily miles. The goal? To capture the excitement of joining a community, supporting a cause, and having fun.
To boost visibility, we extended the campaign to display ads, ensuring the challenge reached audiences across multiple platforms.
Fundraiser Videos
As the Art Director, I pitched a style utilizing the American Cancer Society’s existing color palette and design elements. We wanted to showcase a mix of UGC and stock photography within the brand’s strong trapezoid shape in order to have brand recognition.
Part of the challenge is for folks to send in photos of themselves completing the challenge in the ACS Facebook group, so we wanted to mimic that feeling within the video itself.
We created one base video and then swapped the photos to tailor to each challenge.
Display ads
Credits
Client: American Cancer Society
Agency: M+R
Creative Direction: McKenzie de la Peña
Art Direction & Motion Design: Zoë Soriano
Digital Design (display): Olivia Moore