| Title | Wall of Books |
| Agency |
Young & Rubicam Advertising
|
| Campaign |
Wave of Hope - United Negro College Foundation
|
| Advertiser |
Ad Council
|
| Brand |
United Negro College Fund (UNCF)
|
| Posted | May 2007 |
| Business Sector | Charities, Foundations, Volunteers
|
| Tagline | What Nature Took Away, Education Can Put Back |
| Philosophy | We decided to focus on the actual act of rebuilding the region, rather than the pain and devastation the hurricane caused. The whole purpose of this campaign was to use the fact that this effort was fueled by the need to rebuild the campuses. Solution: Essentially, the fundamental foundation of any education is of course, books. So, we headed to The Strand bookstore here in NYC, bought a bunch of books, and built a wall with not bricks, but books as the element holding together the mortar. |
| Problem | We were faced with the problem of having a fairly broad target. On the one hand, it was people willing to donate money to the Hurricane Katrina Relief effort in the Gulf Coast region. And on the other hand, it was students needing to know that UNCF cares and is trying to help rebuild their campuses. The problem was, how do you talk about relief from a catastrophic event without showing any signs of the event or just simply writing about it? |
| Media Type |
Print
|
| Market | United States |
| Art Director |
Adolfo Alcala
|
| Photographer |
Dennis Blanchett
|
| Creative Director |
James Caporimo
|
| Executive Creative Director |
Gary Goldsmith
|
| Account Executive |
Mechelle Lewis
|
| Copywriter |
Brandon Pierce
|
| Creative Director |
Rob Schnapp
|
| Agency Producer |
Veronia Tyson-Strait
|
