Not Another Second
Award-winning campaign, augmented reality photo exhibit, and documentary film
celebrating LGBT+ seniors and the collective years they have lost, not being their true selves.
Service
Lead creative agency, Concept, Art Direction, Print, Film, Exhibit
Client
Watermark Retirement Communities
Awards
Cannes Lions Shortlist
NY Festivals - Brave Client Award
Press
New York Times
The Guardian, The New Yorker, Time Out, CBS, ABC News, Fox 5, Cool Hunting, AdWeek
CHALLENGE:
Over 50% of LGBT+ older adults face senior housing discrimination. Watermark is the first retirement community in the US to earn a Platinum accreditation in caring for LGBT+ seniors after a company-wide training with the non-profit SAGE.
SOLUTION:
No Another Second is a project that celebrates LGBT+ seniors, highlighting the years they lost not being their true self, making their stories known and their voices heard.
We transformed a retirement community into an Augmented Reality exhibition, showcasing their stories through photography, documentary film, website, billboards, and a limited edition book sold to support LGBTQ+ youth.
RESULTS:
Before traveling the country, the exhibit sold out within days and was extended for two extra months by popular demand. The stories made national and International news, including The New York Times, The Guardian, NBC and CBS News, with 2,8 Billion media impressions and a $26 Million ad value.
Augmented Reality
Exhibit visitors used a custom AR app that brought the static images to life by playing video stories of the featured participants alongside background information and BTS content.
