As Upworthy’s video partner, Green Buzz Agency was tasked with the challenge of acquiring existing media assets on an aggressive deadline, and putting together a compelling piece that reignited the campaign and generated traction for another year of conversation about diversity and inclusion in America.
Because GBA is not a media outlet, it was an added challenge to connect with the major news networks to get permission to use their content free-of-charge in the video. Between the footage from news networks, creative commons, and small, independent creators found on Vimeo, GBA was able to pull together enough existing assets to create a story that captured the momentum and energy of America’s shift to be more inclusive over the last year.
In addition, GBA organized an on-location shoot in Los Angeles with some of the original video’s participants, so that they could also reflect on their experience with the campaign, and the cultural shift that had happened in the country over the course of the year.
Jane Lynch also agreed to narrate the final video, a big win for team GBA, Upworthy and the Ad Council. Green Buzz Agency continues to work with Upworthy on original video content.