Why:
With the rapid rise of throwaway culture in the fashion industry, we aimed to inspire the next generation to think differently about sustainable practices—starting with how they view their own closets.
What:
American Eagle’s The Fresh Up was a global, digital-first campaign where micro-influencers taught their followers how to reinvent clothing they already owned. Through sewing tutorials, screen printing, dyeing techniques, embroidery, and more, viewers learned how to transform old duds into new threads.
The campaign gained momentum and caught the attention of iconic sustainable fashion designer Patrick McDowell, who helped amplify the message within the couture community.
Plans are underway for physical Fresh-Up pop-up shops and permanent ‘store-in-store’ experiences at select flagship American Eagle locations. Shoppers can bring in items they’d otherwise throw away, and we’ll turn them into modern-day trends.
Patrick McDowell: Link
Angus Tsui: Link
Wins:
More than 100,000 unique views from fashion fans worldwide
16% engagement rate—8x the industry average
Created a global movement that proved DIY sustainability is more than just a trend
Why:
Grail, the innovative company behind the Galleri Multi-Cancer Early Detection Test and the title sponsor of the Galleri Classic PGA Tour Champions Golf Tournament in Rancho Mirage, California, needed help transforming a transactional sponsorship into a transformational experience that demystifies preventative cancer care.
What:
A 360° campaign profiled and celebrated Game Changers across various passion points, reinforcing the game-changing technology behind the Galleri test.
Social Content featuring David Duval, PGA Champion, shared his and his wife’s experience with cancer and their decision to take the Galleri test. The content used playful golf parallels to educate and inspire others to follow suit.
Tournament Activations included:
A mobile Galleri testing pod
VIP hospitality
Integrated branding
A participatory engagement: Galleri on the Green—a 6-hole mini-putt course in the shape of the Galleri logo. Each hole educated participants on the innovation, process, and benefits of multi-cancer early detection.
The Galleri Golf House served as a hub for brand ambassadors and VIP guests, featuring game-changer-themed programming. Highlights included:
A 3D-projected dining experience with Chef Richard Blaise
An exclusive performance by music game-changer Reggie Watts Guests were fully immersed in the ethos of the Galleri brand.
Wins:
63M+ impressions and 2,400 mentions of tournament-related online conversations
9.2M+ impressions and 9,600 clicks on Grail-owned web and social content
Why:
Forty years ago, three Delta employees rallied their colleagues to buy their struggling company a plane – which was fondly named the Spirit of Delta. After this unprecedented, employee-led act of altruism, Delta executives followed suit by creating the Delta Care Fund, an ongoing initiative designed to support employees in need. To celebrate the 40th anniversary of the Spirit of Delta, a new campaign was launched: The Spirit of Giving.
What:
Through a docu-style content series profiling Delta employees who were beneficiaries of the Care Fund, we shared their unique stories to highlight the life-changing impact the fund has had—and will continue to have—on the Delta family.
These videos inspired employees to contribute to the Care Fund, resulting in $24 million in employee donations in just one year.
Why:
Encourage football fans to make plans with StubHub and head to the Super Bowl while enjoying the exclusive perks of purchasing through our brand.
What:
An instructional content series featuring Maria Menounos that educated consumers on the unique benefits of buying through StubHub.
StubHub Playbook:
Wins:
