Here’s some pro-bono work from Grey New York for the charity org 9/11 Day, a self-described “grassroots movement to observe September 11 every year as a day of charitable service and doing good deeds” that came about in 2002.
In a campaign that began airing this week, the agency promotes the organization by conducting a video survey of sorts among young Americans who happen to have been born on that date.
It’s as somber/uplifting as one would expect.
Young Hillary has made the annual 9/11 Day part of her identity. The idea, as related by the release, is that the movement can inspire “optimistic, connected and can-do” young people like her who are “intent on making a positive difference in the world” even if they were not directly affected by the attacks on New York and Washington, D.C.
Bodega Studios’ Adam Reid directed the ad, and Grey CCO Andreas Dahlqvist notes with some surprise that “we quickly found out that none of [the kids in the video] wished their birthdays were different…in fact, they feel strongly that they represent what’s good in the world.”
We do appreciate this sense of optimism, but the organization’s goals are not particularly specific. Its own guidelines simply suggest that viewers “dedicate time each September 11 to helping others in any fashion that you choose.”
Here, for example, is the Yankees’ Mark Teixeira explaining what he plans to do.
— 9/11 Day (@911day) August 17, 2015
While the group exists primarily to promote good feelings and actions between people, it is not averse to weighing in on international politics.
— 9/11 Day (@911day) February 5, 2015
Volunteer work is a great and noble thing that we certainly don’t do often enough. Here’s hoping that more people will be inspired to act generously, whether it be on September 11th or any other day.
Agency: Grey NY
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Linda Mummiani, Caitlin Ewing
Art Director: Carla Johnson
Associate Creative Director: Kim Healy
Project Manager: Liz Vaughan
Agency Producer: Judi Nierman
Production Company: Bodega Studios
Prod. Co. Executive Producer: Clint Goldman
Director: Adam Reid
Director Of Photography: Adam Reid
Editorial company: Rock Paper Scissors
Editor: Parker Whipple
Producer: Mike Tockman
Exec. Producer: Eve Kornblum
Music Producer: Ben Dorenfeld
Audio Engineer TV: Matt Baker
Audio Engineer + Sound Design Radio: Blast- Joe O’connell
Principal Talent: Hillary O’Neill
Partner- Jason Kahner
SVP/Account Director- Tara Cosentino
Account Executive- Jillian Kettler
Strategy Director- Peri Shaplow
Director/Social Media- Laura Chavoen
Social Strategist- Olga Zakharenko