This campaign won a DMFA (Direct Marketing Fundraising Association) award for Best Digital Renewal. Barely-concealed profanity (with a Giving Tuesday heart in place of “u”) cleverly signals that the organization shares their audience’s values of realness and justice in a climate of pernicious political attacks on LGBTQ+ people.
The idea came from a brainstorming session among Copywriters and Designers, with the final concept being a punch-up of one of my suggestions. I worked closely with a Copywriter on broader strategic approaches and independently invented design and animation ideas that were then reviewed by a Design Director.