The One Show
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Category
Influencer Marketing / Single Channel
Annual ID
OS_SM21_030G
About the Work
One of the main issues affecting literacy in the United States is the lack of access to books. When schools and libraries were forced to close due to COVID-19, access became even harder for the children of Chicago.
The Chicago Public Library has always been committed to providing equal access to the world’s ideas—so we weren’t going to let closed doors keep us from bringing books and children together.
But we had to get creative. We took advantage of the fact that celebrities who normally had packed schedules suddenly had nothing but time as film productions and sporting events were cancelled. Not only that, but we knew for so many, famous or not, the library holds an integral place in their history and memories—it is a universal place that is so close to so many celebrities’ hearts.
Together with our celebrity advocates who were acting out of their own passion for the cause and organization—many of whom were also looking for any way to help in a time when the whole world needed support—we took story time to social media, transforming the library’s Facebook page into a platform where kids could get access to their favorite books every weekday morning.
With a small social following the media focused on the pandemic, we needed help to amplify our message. Once the Obamas signed on, we knew they were just the influencers we needed to take this project to the next level.
Not only did the coverage bring awareness to the program, but it helped attract more celebrities. Literacy loving celebrities including Oprah, Kristin Bell and Matthew Broderick all took time to read a story to the children of Chicago—and around the world.
At the end of the day, we found a way to provide access to books and story time for the kids who needed it most, and Live From the Library was the most successful campaign in the library’s
The Chicago Public Library has always been committed to providing equal access to the world’s ideas—so we weren’t going to let closed doors keep us from bringing books and children together.
But we had to get creative. We took advantage of the fact that celebrities who normally had packed schedules suddenly had nothing but time as film productions and sporting events were cancelled. Not only that, but we knew for so many, famous or not, the library holds an integral place in their history and memories—it is a universal place that is so close to so many celebrities’ hearts.
Together with our celebrity advocates who were acting out of their own passion for the cause and organization—many of whom were also looking for any way to help in a time when the whole world needed support—we took story time to social media, transforming the library’s Facebook page into a platform where kids could get access to their favorite books every weekday morning.
With a small social following the media focused on the pandemic, we needed help to amplify our message. Once the Obamas signed on, we knew they were just the influencers we needed to take this project to the next level.
Not only did the coverage bring awareness to the program, but it helped attract more celebrities. Literacy loving celebrities including Oprah, Kristin Bell and Matthew Broderick all took time to read a story to the children of Chicago—and around the world.
At the end of the day, we found a way to provide access to books and story time for the kids who needed it most, and Live From the Library was the most successful campaign in the library’s
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
FCB / Chicago
Post Production Company
Lord + Thomas / Chicago
Art Director
McKenzie Moore
Associate Creative Director
Jack Miller
Chief Creative Officer
Andrés Ordóñez
Fred Levron
Executive Creative Director
John Bleeden
Executive Producer
Celena Mossell
Group Creative Director
Amy Ditchman
Motion Designer
Mike Czerniuk
Director, Social Media
Kathleen Bokar
Senior Art Director
Sarah Hollis
Senior Producer
Carolina Velez
VP, Creative Director
Alison Hammer
VP, Group Strategy Director
Emily Jelsomeno
Account Executive
Mackinsey Caudle
Audio Engineer
Alec Chojnacki
Communications Manager
Shelly Yusko
Director, Project Management
Kristin Oberg
EVP, Director of Production NA
Kerry Hill
Global Chief Communications Officer
Brandon Cooke
President
Kelly Graves
Technical Lead
John Skibicki
VP, Management Director
Brooke Ward
Bianca Marcus
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