DISCOVER LOS ANGELES
role — Creative; concept

PR STUNT, INFLUENCERS

Webby Awards, Winner in Advertising, Media & PR
Webby Awards, Winner in People's Voice
Shorty Awards, Silver Honor in Real Time Response, Real Time Activation

Our global campaign for Los Angeles was in full swing when the world seemed to take a turn. President Trump's immigration ban cast a shadow, making America feel less welcoming than ever.

To tackle that misperception head-on, we decided to leverage the city's biggest asset, its people armed with one powerful weapon, kindness. Hundreds of Angelenos stepped up, transforming into a giant, real-time billboard at the height of the political debate.

The billboard was emblazoned with a simple message, "Everyone is Welcome", visible to incoming international flights touching down at LAX, customized with the specific language and timed for each flight's country of origin.

Our live campaign, united by the hashtag #EveryoneIsWelcome, sparked a cultural movement and quickly became a trending topic on Twitter. The activation was a launching pad for Angelenos to tell their own stories and sense of belonging in L.A.

The live activation created hundreds news stories in over a dozen countries and was honored with the People's Choice Webby and Shorty for Social Good Grand Prix. Most importantly, across the country and around the globe, we achieved our goal to let millions of people know that in Los Angeles, #EveryoneIsWelcome.