Tell us about your role in the creation of this work.
Having grown up in Pittsburgh, the shooting affected Alex on a personal level, so we knew we had to do something to rally the town. In the days and weeks following the event, we were inspired by the town’s unique response to the tragedy. Pittsburgh came together regardless of race, religion or political affiliation to support their Jewish neighbors. We saw a need to shed light on this side of the story and make an example out of the city.
Give us an overview of the campaign, what is it about?
This spot is meant to encourage people to be a good neighbor. Plain and simple. Mister Rogers taught us this long ago. We needed to be reminded of that now more than ever.
Tell us about the details creative brief, what did it ask?
There wasn’t one. We brought this idea to our CCO, Jay Russel, on a whim. With the unwavering support of GSD&M and our partner, the Jewish Federation of Greater Pittsburgh, we were actually able to bring it to life.
Which insight led to the creation of this piece of work?
Pittsburgh responded to a devastating tragedy in a way we could all learn from. To be a good neighbor.
What was the greatest challenge that you and your team faced during development.
Logistically, this video should’ve been squashed countless times because of licensing and indemnification. But the agency never gave up on it. With all that, we think our greatest challenge was staying nimble and flexible with every new legal hurtle.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
We most enjoyed creating something that celebrates the intrinsic good in people. We’re inundated by animosity daily. It’s nice being reminded that, at the end of the day, we’re more alike than we are different. We are all human. We are all neighbors.
Our biggest learning experience was never taking “no” for an answer. If you have a strong idea that you believe in, people will find the resources necessary to see it over the finish line. But you better be ready to fight tooth and nail every step of the way.