AD COUNCIL :: SEIZE THE AWKWARD
Asking a friend about their mental health can be…awkward. But it can also help quite a bit (studies show, we didn’t just make this up). To get people, especially Gen Z, to realize that you don’t have to be there to be there, we got rid of the typical ad speak and reminded them that there are a lot of ways to get talking, as long as you’re talking.
MUSIC VIDEO
GIPHY STICKERS
If you’re trying to get the people talking, go to where the people are talking. These are just a few of the many Giphy stickers we made for easy texting and easy reaching out. So far they’ve been viewed over 450 million times.
OOH POSTERS
GUILD WARS
You can even be there when you’re not “yourself”. Guild Wars gamers wore a free, in-game Seize the Awkward outfit to show support to their friends.
SOCIAL POSTS
CASE STUDY
DROGA5, CREATIVE DIRECTOR
*This project took forever to finish—9 months from start to release (we basically birthed a baby). I left the agency after it was approved but before it was finished. Mad props to the team who had to bring it home in the middle of a pandemic and thanks to all of the amazing artists who contributed.
AWARDS
• YouTube Streamy Awards, Social Good Campaign – Winner
• Shorty Social Good Awards, Music & Dance – Winner
• Shorty Social Good Awards, Mental Health – Gold
• ARF David Ogilvy Award, Government, Public Service & Non-Profit – Silver
• Shots Awards, Ad of the year, Charity — Bronze
• PR Week’s Power of Purpose, Best Use of Creativity – Second Place
• The One Show, Direct Marketing — Merit
• The One Show, Original Music, Song – Merit
• The One Show, Craft, Writing, Single – Shortlist
• The One Show, Online, Streaming Audio Advertising – Shortlist
• The One Show, Music Videos – Shortlist
• D&AD, Integrated, Content Led Campaign — Shortlist
• Shots Awards, Ad of the Year, Copywriting — Shortlist
• Webby Awards, Public Service & Activism, Social Video — Nominee
• Webby Awards, Public Service & Activism, Branded Video — Nominee
• Webby Awards, Best Original Music – Honoree
PRESS
• Muse by Clio: Droga5, Rapper Akinyemi Crafted a Musical Ode to Checking In on Friends during Covid
• Adweek: This Music Video Reminds Teens That Checking In On Friends Is More Important Than Ever
• Adage: This Music Video Lays Out All The Ways To Reach Out To Friends Having A Hard Time During The Pandemic
• Shoot Online: Top Spot of the Week: Droga5, Ad Council, Rapper Akinyemi…
• Creative Review: Seize the Awkward’s new ad is helping young people talk about mental health
• The Drum: Ad Council: Seize the Awkward by Droga5
• Popsugar: Seize the Awkward’s Music Video Encourages You to Start Talking about Mental Health
• MSN.com: Ad Council Releases Music Video for Seize the Awkward Campaign
• MediaPost: Influencers Sing Their Support For Ad Council’s Mental Health Initiative
• Campaign Live: New Ad Council effort tells young people to be there for each other, even from afar
• Yahoo! News: Ad Council Releases Music Video for Seize the Awkward Campaign
PARTNER CREDITS
MUSIC VIDEO: Director: Kristian Mercado Figueroa, Music: Walker, written and performed by Akinyemi, Post Production: Nice Shoes