The Children’s Miracle Network and Costco
Compassion fatigue had overtaken our audience during the pandemic, so I developed this campaign to make CMN’s contributions a little more tangible. It entails a series of geofenced Miracle Zones to alert Costco customers when they pass near a CMN beneficiary. The campaign won VMLY&R’s “The Sh!t” award, which, as it turns out, is a good thing.
The pandemic made it impossible to tour with local CMN kids, so we suggested a next-best solution—packages and displays showing CMN kids who animate and tell their stories when scanned, like the 19 Crimes wine promo.
