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TitleOne Miami
Campaign New Creed
Advertiser One Miami
Brand One Miami
Date of First Broadcast/Publication
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline The Campaign to make poverty History
Story After much though, we decided that the only way to grab people’s attention and get everyone talking would be to literally involve Miami’s people, for Miami to become ONE. We had just ONE day, ONE chance to make our voice heard. ONE Miami could be a reality.
Philosophy We decided to form “The Largest Human Logo”. But in order to achieve all of this, we first had to created an image for the ONE Miami Chapter. From logos, to merchandising, to T-shirts and anything in between- “ONE Miami” had to be visible everywhere. After that, by using a combination of simple but powerful PSA’s, radio spots, prints ads, posters, internet and alternative media, we challenged people to attend and be part of this history in the making. The line everywhere read: “You can make extreme poverty history. Come a be part of the Largest Human Logo ever seen. For one day we all be ONE.” Then we doubled our exposure by airing ALL of the materials in BOTH English and Spanish!
Problem ONE is the organization started by U2’s Bono. Its ultimate goal is to combat worldwide poverty, especially in the developing world. The ONE organization is made up of chapters of volunteers which are scattered through out major world wide cities. As of summer 2007, the city of Miami did not have its own chapter. A highly motivated group of volunteers approached our agency with a request: would we be willing and able to helping start, brand and promote the Miami Chapter of ONE. But there was a caveat: we had less than 1 month to pull it off. Why? Because by October 13th, on World Poverty Day, they wanted to stage an event that would bring people together Miami’s inhabitants and garner enough awareness about the chapter that hundreds of people would show up to sign ONE’s Declaration Against Poverty.
Result On October 13th 2007, a record crowd turned out at Miami’s Bayside Park answering the challenge to help eradicate world poverty. Thousands all across the state were moved by our cause and joined in to create the biggest ONE logo ever seen. The event was a huge success that was covered by all the local media and news outlets. And the results of the event have been just as incredible: as of today 140,000 people have joined the ONE Miami Chapter and have signed the Declaration; making it one of the fastest growing chapters on the world. The campaign has now moved on to Washington DC, were our signatures will be added to the hundreds of thousands of others, all of whom want to send a message to the entire world. Now more and more people understand that they can make a difference; that they can make extreme poverty history. We had ONE chance and we did it! Today in Florida we are ALL, ONE!
Media Type Television
Market United States
Chief Creative Officer
Creative Director
Art Director
Agency Producer

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