“Pint-Sized Heroes”
Baskin-Robbins
When COVID-19 hit, Baskin-Robbins asked us to help them find a way to be there for their fans on a community level. It was “in these unprecedented times” (😉) that we saw a unique opportunity for Baskin to keep doing what they actually set the precedent for—being a place where kids’ achievements are celebrated. But this time, instead of celebrating home runs or good grades, they’re celebrating young folks who are showing you don’t have to be a grown-up to step up. A group we like to call Pint-Sized Heroes.
Awards:
Atlanta ADDY — Integrated Corporate Social Responsibility Campaign — Silver
Shorty Awards — Community or Employee Engagement — Short List
Case Study
Launch Video
The world knew who “Frontline Heroes” were, but they had yet to meet Pint-Sized Heroes. This launch video laid the groundwork.
Pint-Sized Hero Stories
Once everyone knew what Pint-Sized Heroes were, they were able to meet the kiddos who inspired the it all with a series of social videos.
Pint-Sized Heroes Website
The site served as a hub for people to learn a little bit about the Pint-Sized Heroes program and Pint-Sized Hero submissions.
A Call for More Heroes on Social
After sharing the individual heroes’ stories, we created posts asking folks to nominate other amazing kids they know to join the crew.
The Hero’s Treatment
Each Pint-Sized Hero got their own award and giant gift card for a year’s worth of free ice cream.
BTS
So… Did I mention we created Pint-Sized Heroes right as the first wave of COVID was at its peak? As a result, we had to get crafty with our production, and our partners at Greenpoint Pictures came up with with a plan that involved parent DPs, Zoom video villages and ya know what? It worked.
A Lil Follow-up
After putting out the call, an insane number of nominations came in from all over the country. Here are just a few of the amazing kiddos who joined Liv, Jahkil, Brayden and Joshua as Pint-Sized Heroes.
Agency: 22squared
GCD: Curt Mueller
CDs: Kevin Taylor + Mara Evans
Designer: Dan Brown
AD: Matt Keltz
Producer: Dana Taji
Director: E.J. McLeavey-Fisher
Production: Greenpoint Pictures