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X-UP CASE STUDY

THE HOLOCAUST HAPPENED TO PEOPLE LIKE US

Two TV spots

THE CHALLENGE

More than 50% of American teens don’t know what the Holocaust was. We partnered with Pete Favat, Alex Bogusky and their teams at Arnold Worldwide and CP+B—the same individuals responsible for the widely acclaimed ‘truth’ anti-tobacco campaign—to create these spots for MTV.

TV SPOTS

RESEARCH & BRIEF

According to this recent survey and this older survey, more than half of American teens don’t know what the Holocaust was.

To test the validity of this research, we hired some USC film students to go out on the street and ask young people about the Holocaust.  Here’s what they found.

We wrote this brief for Arnold/CP+B, and Michael Franzini served as co-Creative-Director alongside Pete Favat and Alex Bogusky.