OUR WORK
We harness social intelligence to build activations in alignment with key messaging, key people, and key timing for optimal performance, all while leveraging existing networks to activate folks closest to the problem. See some of the projects we’ve done so far:
EASTER GIF ATTACK
EASTER GIF ATTACK
In response to Russia invading Ukraine in Feb 2022, we leveraged family ties and 1:1 relationships to fight disinformation and spread truth about the war. We teamed up with Ukrainian Creative Agency Bickerstaff to design GIFs for Orthodox Easter Weekend that upon first glance look like traditional Easter greetings but switch to scenes of the war within seconds. We developed 70+ GIFs to be deployed on Viber, a platform with 34.8M monthly active users in Russia. Bickerstaff leveraged PR partners to share these GIFs ahead of Sunday, Apr 24th so that the GIFs would be easily discoverable when users searched for their Пасха GIFs.
MAY FOR UKRAINE
MAY FOR UKRAINE
When Russia invaded Ukraine in Feb 2022, all eyes were on Ukraine with millions of people from around the world sharing their solidarity with Ukraine. But, as the war waged on, conversation about the war against Ukraine faded from the international stage. Our mission — send a global message that we will #StayWithUkraine. We strategically aligned our efforts with key Russian holidays Labor Day (May 1) and Victory Day (May 9) to inspire people, groups and organizations around the world to take action demonstrating they will #StayWithUkraine by lighting up the digital and physical world in the colors of the Ukrainian flag AND joining activations called for by Ukrainian Leaders.
We also partnered with Bickerstaff to develop a 2 minute film targeted at Russian moms to call their sons home from the war ahead of Orthodox Easter. Bickerstaff highlighted the importance of “yards” (think playgrounds) in Russian neighborhoods where children spend most of their time playing (and being scolded for being late to dinner) with a message that Russian moms will forgive their sons if they are late, but they just want to see their sons.
