With “Our Neighbors,” we set out to create a series of documentary films profiling Quicken Loan’s work to end veteran homelessness - without any exploitative tactics or forced product integrations. Instead of highlighting the brand and it’s team members, the storytelling focused entirely on the first-person experiences of four courageous veterans (Bobby, Taz, John and Ronnie) who previously experienced homelessness, and are now living their best lives. Veterans don’t always have a voice in national conversation today. Especially if they’re one of the 38,000 human beings experiencing homelessness in the United States. Through our documentary campaign, we set out to draw as much attention as possible to this plight, while also helping to humanize our veterans and their life experiences. Our strategy was to create a series of human focused short films with the potential to resonate emotionally with people from all walks of life. Instead of relegating their stories to a 30, 60 or 90 second spot, we wanted to create 5-9 minute documentaries that shared their robust life experiences, in their own voices. This would not be a commercial, but an entertainment experience focused on the triumph of the individual spirit despite hardship and loss. By showing our heroes for who they really are in their own words, we believe that we created a compelling campaign rooted in empathy and the power of human connection. These stories represented real conversations on the power of positive transformation, the pertinence of giving to others before giving to ourselves, and the strength that comes along with survival.
Openfield Marketing Johannesburg