Outstanding Online Video

The Problem:
Change people's negative perceptions about the holidays and get them to see the joy that's all around them. Then motivate them to share that joy with others.

The Challenge:
We created a film reminding viewers not to get caught up in the stress of the holiday season but instead to take the time to share joy with others. The film documented our team using toys we donated to construct a 3-D art installation in a train station terminal. After the film's surprise twist, deserving kids from two local after-school programs helped dismantle the installation (and keep the toys).
After users watched the film they were prompted to share joy themselves—by sharing the link through Facebook, Twitter and email. With each share, we donated $1 to Toys for Tots chapters in New York, Seattle and Kansas City.
Results:
Mentions on Adrants, Agency Spy and Notcot.org as well as thousands mentions on Facebook, Twitter and email helped spread our JOYful message. By Christmas day, the video was viewed over 12,000 times and in crossing that threshold VML donated $10,000 dollars to Toys for Tots.

Additional emails from client partners, colleagues and friends expressing their change in perspective this Holiday Season made us all smile and remember What's Worth Sharing.

Contributors:

Chief Creative Officer:	Debbi Vandeven
Executive Creative Director:	Linda Bumgarner
Group Creative Director:	Eric Looney
Copywriter:	David Brandorff
Art Director:	Jenna Paige
Associate Art Director:	Chris Klee
Director, Branded Content:	John Godsey
Integration Production Supervisor:	Scott Stone
Senior Motion Graphics Designer:	Ryan Housknecht
Executive Producer:	Tyler Smith

VML

Location: USA