The Team That Wouldn’t Be Here was the 2019 iteration of Verizon’s #AllOurThanks effort where the brand celebrates first responders and all they do for our communities.
The campaign idea was conceived by McCann New York with support across channels from Momentum, Weber Shandwick, and R/GA New York. My role was to lead R/GA’s part of designing the digital hub and extending the campaign into social. Since the campaign is truly integrated I’ve included work developed by other agencies to give a more complete picture.
The website worked as the hub of the campaign, introducing the team and housing the documentary films. The website also gave people, beyond the team, a way to share stories of their own, and to thank first responders in their local communities.
On the website we gave people beyond the team a way to share their own stories of thanks, whether it’s one of their own, or from a loved on.
In synch with the Super Bowl commercial, a video featuring Coach Anthony Lynn was released online. The video shows Lynn adding himself to a board of thank you notes, that have been pulled in dynamically and in real-time from AllOurThanks.com. And through geo-targeting, people who saw the video, whether they were visitors, or first responders, would see stories submitted from people in their local communities. Below is the video, people would see in New York City.
During the game, we dedicated our twitter feed to thanking first responders. Using real-time stats from the game, and real-time data from first responders units around the country, we put their efforts into context. Showing that even on a night like Super Bowl Sunday, where America is enjoying a night of football, first responders are there to answer the call.