United Way for Southeastern Michigan


KEEGAN LIVES UNITED


People only see United Way as a generic corporate non-profit with no tangible services. Nobody knows what the United Way actually does.

We created a character who played the role of a well-meaning, slightly-misguided, United Way volunteer. We enlisted Detroit's own Keegan-Michael Key as the United Way's first-ever CEO (Chief Explaining Officer). Keegan walked audiences through the organization's main missions.

Adweek / Fast Company / Crain’s Detroit


Digital Videos with Unique Hashtags



Spreading the message

Considering our campaign had no paid media behind it, it still managed to get tons of eye balls. Teaser videos, Social posts, building signage, billboards and wild postings featuring hashtags based on Key's most intriguing verbal slip-ups drove curious onlookers to discover more on the microsite: KeeganLivesUnited.org

Screen Shot 2019-08-16 at 11.54.10 PM.png
image-asset.jpeg
kmk_web2.jpg
KMK_tweets.png
Screen Shot 2019-08-16 at 11.54.18 PM.png




CREDITS

Chief Creative Officer: Steve Chavez
Associate Creative Director / Copy: Marty Muthuswami, Matt Perry
Associate Creative Director / Art: Steve Kerry
VP, Head of Production: Brian Dooley





AWARDS

Six Detroit Addys - D Show Awards:

  • PSA & Political Collateral Integrated // Campaign

  • Digital Media // Social Media - Campaign

  • Digital Media // Social Media Individual Element "Food for Thought"

  • Digital Media // Social Media Individual Element "Little Al"

  • Digital Media // Social Media Individual Element "Storytime With Key"

  • Digital Media // Social Media Individual Element "Food for Thought"