X-UP CASE STUDY
THREE WEEKS TO OPRAH
TV spots, web, print, radio, events, outdoor
Executive Creative Director: Michael Franzini
Creative Directors: Pat Hanlon & Geoff McGann
Within 10 days, we had created a brand: STAND UP. We procured the URL, built a web site, shot eight 30-second spots and created dozens of print ads. We presented all of this to Oprah’s team in Chicago and left behind a conference room filled with foam-core-mounted ads. Oprah later held one of them up on the air when she asked her viewers to become a part of STAND UP. The following is an overview of what we presented to Oprah.
Here’s 5 minutes cut-down from the two full episodes Oprah dedicated to STAND UP.
Working with the Gates Foundation, we cast Sacramento Mayor (and former NBA star) Kevin Johnson as the “voice of STAND UP” and wrote talking points for both him and Oprah.
Check out the interviews we shot in China (and the U.S.) starting at 03:39. Pretty shocking.