Cannes Lions

Giving Songs

DE LA CRUZ & ASSOCIATES, Guaynabo / GIVING TUESDAY / 2019

Awards:

1 Silver Cannes Lions
3 Shortlisted Cannes Lions
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

Entering its 8th year, Giving Tuesday is a global day of giving, fueled by the power of social media and collaboration. Celebrated on the Tuesday following Thanksgiving in the U.S. and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Since 2012, people from all over the world have given millions to multiple causes on #GivingTuesday. #GivingTuesday has become a movement that celebrates and supports giving and philanthropy with events throughout the year and a growing catalog of resources. On 2018, the Puerto Rican chapter of The Giving Tuesday organization asked us to help them make a campaign with $0 budget.

Idea

What would happen if we gave social causes the same visibility these YouTube superstars get? With that in mind, we asked world renowned Puerto Rican artists to show compassion in a simple way: by giving their smash hit titles in YouTube a whole new meaning. For the entire #GivingTuesday, when millions of people searched for their favorite music video, their song titles turned into public service announcements, letting fans know which cause they were supporting and inviting them to make a donation for Giving Tuesday.

Strategy

Considering that in 2018, 27 of the 100 most viewed videos on YouTube were from Puerto Rican artists, we asked them to show compassion in a simple way: by giving their smash hit titles in YouTube a whole new meaning.

For the entire #GivingTuesday, when millions of people searched for their favorite music video, their titles turned into public service announcements, letting fans know which cause they were supporting and inviting them to donate to givingtuesday.org.

Execution

On November 27th 2018, 10 Puerto Rican music superstars changed the titles of all of their YouTube videos to the names of the causes they were supporting and a call to action to donate to www.givingtuesday.org. We also asked them to post on their social media a message that they gave all their songs on YouTube a new meaning. During Giving Tuesday, millions of fans around the world were able to see the causes these Puerto Rican artists were helping and were able to learn what they did.

Outcome

With a media investment of $0 dollars, the Giving Songs movement reached over 400 million YouTubers in just one day, making it the most visible digital campaign in the history of Giving Tuesday. This stunt was one of the actions that helped raise $380,000,000 globally.