GPJ creates experiences that inspire people to change the world.
This is our purpose.
It is why we do what we do. Our team passionately believes that experiences, ones that are designed with people at the heart, have phenomenal power to inspire action, and just sometimes, even change the world. And while this purpose statement makes us tick every day, year round, it feels particularly poignant today.
World Creativity and Innovation Day
The United Nations designated 21 April as World Creativity and Innovation Day to raise the awareness of the role of creativity and innovation in all aspects of human development.
"Creativity and innovation have become the true wealth of nations in the 21st century", according to the findings of the special edition of the Creative Economy Report "Widening local development pathways", co-published by the United Nations Educational, Scientific and Cultural Organization (UNESCO) and the UN Development Programme (UNDP) through the UN Office for South-South Cooperation (UNOSSC).
On #WCID, the world is invited to embrace the idea that innovation is essential for harnessing the economic potential of nations. Innovation, creativity and mass entrepreneurship can provide new momentum for economic growth and job creation. It can expand opportunities for everyone, including women and youth. It can provide solutions to some of the most pressing problems such as poverty eradication and the elimination of hunger.
Experiences That Change The World
Although 2020 threw a few gnarly curve balls at us all, GPJ and our sister agencies within the Project network are still committed to delivering purpose-driven creative work in partnership with our clients:
IBM Think Summit Australia & New Zealand - Make Your Mark
Earlier this year, on February 18th, GPJ delivered IBM’s virtual Think Summit, Australia and New Zealand. An incredible line-up of leaders and changemakers shared their insights and advice on how they have made their mark, including a memorable keynote from Michael J. Fox.
While he may be most well-known for his Hollywood career, Michael is also leaving a lasting legacy in medical research, having launched the Michael J. Fox Foundation in 2000 after publicly disclosing his own Parkinson’s Disease diagnosis in 1991, aged 29. Today, IBM Research and The Michael J Fox Foundation are developing a modelling methodology to help understand Parkinson’s Disease through machine learning. At Think Summit, Michael shared an incredibly personal and powerful story of his belief that optimism and resilience are the secrets to coping with whatever life throws at you.
Beyond the inspiring assembly of speakers who are all changing the world in their own way, the audience also played their part. Born out of IBM's conservation initiatives and their community mindset of people who are proud doers coming together to make a difference, for every event attendee on February 18th, IBM committed to planting a tree in partnership with Keep It Cool and Wakatipu Reforestation Trust to support the reforestation of environments right here in Australia and New Zealand, contributing to reforestation and the repair of natural habitats and ecosystems lost to natural or human impacts.
No Kid Hungry Live
Each year, No Kid Hungry runs a fundraiser where restaurants across the US participate in a month-long campaign that unites America’s restaurant industry and its patrons in raising funds to end childhood hunger. In 2019, Praytell reimagined the approach and produced a live reality show hosted by Busy Philipps, Curtis Stone and other celebrity guests to kick off the campaign. The show streamed live on Facebook, Twitter, Instagram and YouTube. Fun elements of the event included polls, prizes, surprise appearances, a pancake artist, a meat sweatsuit, a selfie video from Jeff Bridges, Noodle Jewelry and a lot more.
136,000+ people tuned into the livestream and the campaign achieved 120 million media impressions including features with PEOPLE magazine and TODAY Show. It continues to engage fans on social with creative content assets gathered throughout the livestream, with #DineForNoKidHungry driving 21 million impressions.
The Big Hoot
The Child Cancer Foundation was looking for a disruptive and engaging campaign to raise awareness and funds through its partnership with New Zealand’s largest ever public art trail, Haier Big Hoot. In March 2018, 46 giant Owls and 60 smaller Owlets created by New Zealand’s most well-known artists, along with up-and-coming creatives, descended across Auckland for a 10-week art trail followed by an auction to raise vital funds for Child Cancer Foundation.
DARKHORSE developed a phased PR strategy to drive public participation for the Haier Big Hoot art trail, ultimately raising more than $100,000 on auction night for Child Cancer Foundation.
40 targeted media placements, including four unique pieces of coverage across TV & Radio - with four live crosses to the auction on the night - featured local creatives and charactity ambassadors who provided fresh discussion topics while communicating the important work the foundation delivered. More than 229,844 estimated visitors engaged in the trail, with 28% of participants saying they heard about the trail through media activity.
Let's keep talking
Today, GPJ encourages our clients, our partners and our suppliers to join us in reflecting on how, together, we can harness creativity and innovation to create experiences that inspire people to change the world.