Adcouncil & Dollar General Store

When briefed to tell the story of the Dollar General Store’s Literacy Foundation as part of the Adcouncil finishyourdiploma.org campaign, the challenge was to tell the story of opportunity to Hispanic audiences in the US in an engaging and meaningful way. When developing the concept for this piece, I wanted to tap into an emotional yet positive story and honed in on the idea that if you never graduated high-school, you probably didn’t get the opportunity to reflect back on your school years with the classic year book or photos. And so, the Year Book concept was born. We featured Ariel, a wonderful man who graduated with his high school diploma at age 22 and later went on to become a teacher in one of the Literacy foundation centres. For the film, we secretly gathered his friends and family to write messages in a specially made personal Year book for him, revealed to him for the first time on camera.

The campaign consisted of Digital films, stills and OOH assets as part of a national media campaign promoting enrolment onto the programmes.