ABOVE THE INFLUENCE #WEGOTYOU

Teens don't always feel comfortable talking, especially when it comes to serious issues they’re facing. So we created a new way to get them comfortable with talking about their troubles, by speaking to them in their language—emojis. ❤️‍🩹

Since teens love to be on their phones, we created a mobile-only experience that exclusively used emojis to get them to share their problems with us, and more importantly, with each other.

Even though the campaign relied solely on donated ad space, the brand saw a substantial increase in media coverage and audience interaction from the campaign, including hundreds of teen-submitted “emojicodes,” which subsequently replaced our original messaging, making real teen issues the voice of the movement. Above The Influence’s site traffic increased by 516%, their organic search rate increased by 35%, and they saw a substantial increase in followers on their Facebook (20,000+ new fans) and Instagram (15%+ new followers) platforms.

PRESS
Washington Post - A new anti drug campaign has a wild idea to stop kids from drinking and doing drugs
Adweek - You need to speak emoji to understand this campaign
Vogue - Can you guess what this emoji-only add is trying to say?
Bustle - These Emojis Have An Important Message
Today - Is this our brain on drugs? Take a look at these emoji-filled anti-drug ads
Huffpost - New emoji campaign thinks emojis will finally get teens to listen

RECOGNITION
Clio Gold x2
Clio Bronze
New England Hatch Awards x4
Webby Shortlist
IAB MIXX Shortlist

We integrated shareable images, designed quotes, and GIFs so teens could continue the conversation in their own social feed.

CCO . . . . . . . . . . . . . . LANCE JENSEN
ECD AD . . . . . . . . . . . . . . . . KEVIN DALEY
GCD CW . . . . . . . . . . . . . . . RICK McHUGH
SR CW . . . . . . . . . . AMANDA ROBERTS
SR AD . . . . . . . . . . . . ALYSSA FISHMAN

TV WHO CONTROLS YOU?

Partnership for a Drug Free America wanted a TV campaign that would speak to teens about negative influences, so we spoke to them in their language with a stop-motion technique they natively use on Vine.

PRESS
Adweek - A Vine Influencer Created These Stop-Motion Spots to Encourage Kids to be Drug Free

RECOGNITION
Clio Shortlist
New England Hatch Awards x3

CCO . . . . . . . . . . . . . . LANCE JENSEN
ECD AD . . . . . . . . . . . . . . . . KEVIN DALEY
GCD CW . . . . . . . . . . . . . . . RICK McHUGH
SR CW . . . . . . . . . . AMANDA ROBERTS
SR AD . . . . . . . . . . . . ALYSSA FISHMAN
VINE INFLUENCER . . . . . . . . . . . . . . . . MARIS JONES