The city of Detroit has seen its share of negativity, and filing for bankruptcy on July 18 only added fuel to the fire. But those of us in the city saw a different perspective. We saw a tough work ethic coupled with a growing movement of tech entrepreneurs. We saw a tight-knit community using their skills not only to support one another, but to define Detroit’s future. And we saw a city rapidly becoming rich in creativity, innovation, and inspiration.
So we started a grassroots movement to tell that story. On July 26, Lowe Campbell Ewald released a video titled “We’re Moving to Detroit, and So Should You.” The outpouring of support from people across Michigan—and around the world—was overwhelming. The goal was simple: earn the chance to share Detroit’s story on stage at the 2014 SXSW Interactive Conference. But to make that happen, we needed votes. So we hung posters around the city and created a follow-up video driving everyone to VoteForDetroit.com.
It worked. Through a combination of public voting and the official selection committee, we were chosen to speak at SXSW Interactive—proof that Detroit’s resurgence had become impossible to ignore. And the story only grew from there.
Highlights:
Awards:
So we started a grassroots movement to tell that story. On July 26, Lowe Campbell Ewald released a video titled “We’re Moving to Detroit, and So Should You.” The outpouring of support from people across Michigan—and around the world—was overwhelming. The goal was simple: earn the chance to share Detroit’s story on stage at the 2014 SXSW Interactive Conference. But to make that happen, we needed votes. So we hung posters around the city and created a follow-up video driving everyone to VoteForDetroit.com.
It worked. Through a combination of public voting and the official selection committee, we were chosen to speak at SXSW Interactive—proof that Detroit’s resurgence had become impossible to ignore. And the story only grew from there.
Highlights:
- Significant press, blog coverage, and social activity from outlets including the L.A. Times, Business Insider, Little Black Book, Techonomy, multiple advertising publications, and Detroit-area media
- A packed 2014 SXSW Interactive speaker session
- Inspired the 2014 Cannes Lions Featured Session, “Detroit Reboot” by Lowe & Partners
- Sparked additional speaking opportunities with VCU Brandcenter Executive Training, SXSW, and Adcraft
Awards:
- 2014 Internet Advertising Competition (IAC) Awards; Best Online Video
"We're Moving to Detroit, and So Should You" SXSW Submission Video
Directed by Brett Warkentien and Edited by Adam Brady.
(concept-through-edit in four days)
Directed by Brett Warkentien and Edited by Adam Brady.
(concept-through-edit in four days)
"VoteForDetroit.com"
Promotional Campaign
Promotional Campaign
2014 SXSW Interactive Speaker Session
Media & Press
Credits:
- Creative Leadership & Copywriting: Iain Lanivich
- Art Direction & Design: Brett Warkentien, Dimitri Alexander
- Director: Brett Warkentien
- Editor: Adam Brady
- Producer: Victoria (Marzec) Marti
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