CARE – a humanitarian organization that provides disaster relief and fights poverty around the world – needed to update their brand. And we were up for the challenge. They wanted to break through the sameness of nonprofit advertising, so we grabbed on to the one thing they could own: the CARE package.

We redefined the CARE package by turning the cardboard box that once delivered supplies to war-ravaged families into a symbol of sustainable, lasting change, where donations extend way beyond the confines of a box.

Across print, out-of-home, direct, and social media, we brought to life stories of the women, families, and children helped by CARE’s programs. We installed over-sized CARE packages in unexpected cityscapes to disrupt the ordinary and create buzz. And we reached out to publishers to take that buzz to the next level.

While the campaign raised awareness for CARE, it got its own attention from pubs like Archive and The New York Times.