Chevrolet 

Social Movement: #purpleyourprofile
Agency: Kayser & Co.
Role: Art Director + Designer
Best of Show and Best of Integrated Branding - Adcraft Club, Detroit

Super Bowl 2014 was an opportunity for Chevy to show their support for a cause dear to the brand's heart. They came to us with the script for "Life" and asked us to help create an impactful social campaign to raise $$$ and awareness for the American Cancer Society. Purple is the official color of cancer survival. So, for World Cancer Day, we asked people on Facebook and Twitter to help us celebrate cancer survivors and their families by “purpling” their profiles. For everyone who did, Chevy would contribute a dollar to the American Cancer Society.  

The results: over 1.5 million people purpled their Facebook profile within a week, making this the most successful social media campaign in GM’s history. And spreading the color purple all over the internet.