HDF.LA — Los Angeles

CAMPAIGN LAUNCHES

A NEW YEAR. A NEW DIRECTION.

The Giving Keys, a pay it forward company and social enterprise, came to HDF.LA with small budgets, big dreams, and a tight timeline. Luckily, it was just before the holidays and we were able to curate a creatively ambitious team that wanted to give back. Casting from friends, new faces and bonafied influencers we curated a creative team and cast that was strategically, brilliantly, and beautifully diverse.

Challenges

To reimagine the brand, evolving towards an elevated youthful urban ethos more authentic to the brand's core DNA
To curate and generate interest from talent for nominal compensation by promoting the company’s commitment to creating jobs for those transitioning out of homelessness
To create as much strategic content as possible, without a budget for video, that felt both real and optimistic
To unify and differentiate 3 campaigns for 3 different initiatives, Name Your Year, Urban Exhale, and the Disk Collection

Solution

We created a lexicon of characters for The Giving Keys. For Name Your Year we engaged a strong fashion and editorial photographer, scouting DTLA for textures and colors that felt urban and optimistic, along with nuggets of nature and calm within an urban environment for Urban Exhale. For the third campaign, a fine jewelry collection called The Disk Collection, we worked with one model in studio, creating a celestial blue environment both in background, lighting and wardrobe. Overall we assembled an amazing and diverse cast of 20, asking everyone to bring an assortment of personal wardrobe that we added to and curated. We created aspirational and relatable portraits, featuring product and reflective of their inspirational word and personality. In addition for the Name Your Year campaign, we developed a questionnaire for out cast to dive deeper into their personal narrative as it related to their chosen word. This content was paired with portraits on the Giving Keys website and in social.

Results

The Giving Keys entered the New Year with 3 new campaigns that will launch successively
The brand now has an inherent authenticity that plays well in the millennial market and has both differentiated and elevated the brand within the jewelry and beauty space
Urban Exhale, a new category product sold out within days of the launch
All 3 campaigns will primarily run on TGK owned digital channels, paid media, and across social