Hammermill & St. Jude

Paper With a Higher Purpose

Practices

Advertising
Creative
Digital

Tactics

Advertising Campaign

Account Lead

Since 2011, Hammermill has donated more than $2.7 million to their Memphis neighbor, St. Jude Children’s Research Hospital. But over the years, enthusiasm for partnership events had leveled off. To ramp up interest, we developed “Higher Purpose,” a multi-channel campaign designed to make people feel good about using Hammermill paper.

Headlines across all media connected the benefits of Hammermill paper with the support they provide to the kids at St. Jude.

Each year, St. Jude kids create the art for special reams of Hammermill paper. This inspired the “crayon look” we used in all campaign portraits, including these hanging store banners.

The St. Jude Marathon is a huge fundraiser. To build excitement for the (virtual) 2020 race, we created OLVs featuring passionate runners.

The St. Jude Marathon is a huge fundraiser. To build excitement for the (virtual) 2020 race, we created OLVs featuring passionate runners.

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