“I’ve always said that once you are exposed to an issue, you have two choices: pretend it doesn’t exist - which is very hard to do - or help,” says neighborhood resident and Bonton Farms founder Daron Babcock. “The more people really see, the greater the involvement. So to have this investment of energy and talent in telling our bigger story is really vital to being a catalyst for change.”
For the people involved in making the campaign, the process began with firsthand experience at Bonton Farms, absorbing, listening, volunteering, and understanding. From there, the team at Element Ad 2 developed a digital and broadcast campaign, including spots produced in partnership with production company Lucky 21 and Lucky Post.
“Bonton Farms touches so many lives, and is helping to turn around a largely ignored neighborhood with hard work and hope,” comments Creative Director McKenzie Teng. “Our goal was to provide Bonton Farms with 360 branding to help communicate their mission and story. It’s a life-changing organization, ours included.”
“Working on this campaign was electric - you could feel the energy and passion from everyone involved,” says Lucky Post Editor Sai Selvarajan. “Having volunteered at Bonton Farms, I understood how they are working holistically to address change - and am excited to contribute to a campaign that further amplifies the message and the importance of what they do.”