SMALL buDGETS — SERvICES
SILvER WINNER
Detroit public Schools
DETRoIT pubLIC SChooLS
Steve Wasko Exec. Dir.
LEo buRNETT
Jeff Cruz
George Katsarelas
Jennifer Kerasiotis
Mike Davis
Don Peasley
Matthew Wehrman
Jessica Harold
Sr. VP-Creative Dir.
Exec VP-Exec. Creative Dir.
Sr. Art Dir.
Copywriter
VP-Acct. Dir.
Acct. Super.
Sr. Acct. Exec.
STARCoM uSA
bERG MuIRhEAD & ASSoCIATES
In March 2009, Detroit Public Schools was facing bankruptcy, a $305
million deficit, a decade-plus of substantially declining enrollment
and now the public backlash of closing 29 schools. All told, the
schools could lose as many as 16,750 students for the 2009-2010
school year and millions in funding. The schools needed city families to believe great things happen there. The schools didn’t need
ads but rather a movement. They got one. Results exceeded their
enrollment projections and generated the $49 million in funding
necessary for financial viability.
Mandela Day
46664 LTD.
Tim Massey
Gary Wilson
Go ThAM INC.
Peter McGuinness
Marty Orzio
Lyle Tick
Sadie Marcello
Alan Snitow
Ariele Jerome
John Heath
CARAT
RubENSTEIN
CoRE INDuSTRIES
International Dir.
Mgr.
Chrmn.-CEO
CCO
Mngng. Part.-Dir., Acct. Leadership
Mngng. Part.-Group Acct. Dir.
Group Strategist
Art Dir.
Exec. Planning Dir.
Principal
WE EACh hAvE WhAT IT TAKES To MAKE AN IMpRINT
Taking inspiration from Nelson Mandela, the most powerful icon
against social injustice, this campaign set out to create a self-sustaining and self-fulfilling movement of people globally that
would carry on his vision for a better world. Although experiencing multiple barriers including limited time and budget, Mandela
Day became a reality as a celebration of one individual’s ability
to make an impact. In just six weeks, the response was outstanding and the results incredible. This helped lay the foundation for a
long-term mission and invoke change across the globe.
