Making It Mean More
KitchenAid's iconic pink stand mixers had ushered in National Breast Cancer Awareness month every October since 2001. But what was once considered an innovative program had become part of a corporate sea of pink. To refresh the partnership with the Susan G. Komen Foundation, we proposed moving their activities to Mother's Day in May. This allowed KitchenAid to stand out but also opened up the breast cancer message to a wider audience. The original message of survival became a movement to celebrate the women in our lives we all have in common - our moms.
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Creative Director / Strategist
National Print Ad