Background

The Make-A-Wish Foundation is a national charity organization that specializes in granting wishes for kids who could really use a break in life, whether from illness or recovering from a rough time.

Challenge

Make-A-Wish was celebrating its 40th year of giving and wanted to communicate it in such a way that both celebrated the kids and their wishes and also educated the general public and future benefactors as to the importance of wish-granting. Medical professionals cite improved mental and physical wellness after children receive a wish. Often, these kids wish for simple things – like meeting a penguin or being a UPS driver – and even the smallest donations can make their wishes come true.

Solution

We created the "Why Behind The Wish" campaign, which showed the magnificent power of a granted wish through the eyes of children by turning a photoshoot into a larger-than-life extension of some unique wishes! The kids not only got to play out their wishes, but they also got a keepsake poster of their experience that cemented them in history.