Client Overview
Make-A-Wish RGV approached us to create a heartfelt commercial for their upcoming Wine for Wishes event. The goal was to highlight the impact of their work through a compelling story that would resonate with viewers and inspire them to support the cause.
Objectives
- Showcase the life-changing impact of granting wishes for children with critical illnesses.
- Create an emotionally engaging commercial that drives donations and attendance for the Wine for Wishes event.
- Emphasize the importance of community support in making dreams come true for children in need.
Approach
Discovery Phase
- Collaborated closely with the Make-A-Wish RGV team to understand their mission, values, and the significance of the Wine for Wishes event.
- Identified Alex’s story as a powerful narrative to convey the impact of a wish.
- Developed a storyboard that captures the emotional journey of a child’s wish coming to life.
Storytelling Strategy
- Focused on the theme of hope and the transformative power of a wish.
- Crafted a narrative that follows Alex, an 8-year-old boy with a life-threatening illness, as he embarks on his dream pirate adventure.
- Highlighted the journey from wish to reality, emphasizing the joy and empowerment it brings to children like Alex.
Visual and Emotional Impact
- Shot on location at South Padre Island to authentically capture the excitement and adventure of Alex’s pirate-themed wish.
- Used warm, vibrant visuals to evoke feelings of hope and joy, mirroring the emotional impact of a fulfilled wish.
- Integrated heartfelt moments with Alex and his family, showcasing the broader impact on their lives.
Call to Action
- Concluded the commercial with a powerful call to action, inviting viewers to join the Wine for Wishes event in September.
- Emphasized how their support and donations directly contribute to making more wishes come true for children like Alex.
Implementation
- Released the commercial across multiple platforms, including social media, local TV, and the Make-A-Wish RGV website.
- Coordinated a digital marketing campaign to maximize reach and engagement leading up to the event.
- Provided the Make-A-Wish RGV team with promotional assets to further amplify the message.
Results
- Increased Awareness: The commercial significantly boosted awareness of the Wine for Wishes event, with a notable increase in online engagement.
- Emotional Connection: Viewers responded positively, sharing the video widely and expressing emotional connections to Alex’s story.
- Event Success: Early indicators show increased interest in event attendance and donations, directly attributed to the commercial’s impact.
