The Collective Project
Using a movie superhero to give real life superheroes a global stage
It all started with 3 amazing students with a vision to change the world. First, we highlighted each student's super-heroic efforts to show our audience how good ideas are magnified when others get involved.
Second, we demonstrated the collaborative power of OneNote by getting each student's university to rally around the cause. We activated communities to lend their money and talent to each student's organization.
The collective started gaining national momentum.
Then we caught the attention of a movie superhero.
Enter Robert Downey Jr., who took a look at Albert Manero's organization and was immediately willing to get involved. With a little help from Marvel, we set up a surprise meeting between him and a young boy named Alex with a partially developed right arm.
He presented Alex with his very own Iron Man arm, and their meeting would go viral in a matter of hours.
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Without ad spend, the campaign generated more than 75 million views and 2 billion impressions globally, winning gold and bronze Lions at Cannes.
Most importantly, the campaign caused a 1000% increase in donations to Albert's charity Limbitless as a result of the campaign. Today, Limbitless has gotten involved with the Blue Man Group, is branching out into fashion, and has support and requests for limbs pouring in from all over the world.
With the help of OneNote and collaboration through activated communities, all 3 students received massive support for their respective causes.