Case study · Campaign and content
Five days that brought the waterfront together.
"Always Together": Jack London Square's 2020 holiday campaign, carried across social, web and five nights of live-streamed events, ending with the lighting of the Square's 55-foot tree.
- Jack London Square
- Retail / destination
- Campaigns, content, web
- 2020
- Social, web, events, print
The ask
“The tree lighting drew about 10,000 people the year before. In 2020 nobody could gather on the waterfront, and the Square still needed the season to feel like the Square.”
The showcase
One idea, every channel.
Social
Web
Event
BrandCampaign timeline
Five days of celebration.
- Day 1Monday, December 7, 7 p.m. The first night goes live on the Square's site, Facebook and Instagram.
- Day 2The Virtual Vendor Village: local artisans and small businesses selling from home, every night of the week.
- Day 3All week: donation drives for One Warm Coat and the Alameda County Community Food Bank.
- Day 4All week: USPS Operation Santa, letters to Santa and gift lists for families to adopt.
- Day 5Friday, December 11. The countdown and the lighting of the 55-foot white fir, with Mayor Libby Schaaf, and viewers switching on their own lights at home under #JLSAlwaysTogether.
Watch
The campaign in motion.
Behind the scenes
How we got there.
- 01
Listen
Goals for the season, audiences, and a year with no crowds.
- 02
Concept
The Always Together idea and its key art.
- 03
Produce
Social series, event pages, print and video.
- 04
Run
Five nights of events and live posting.
The result
What changed.
5Nights of streamed celebration
55Feet of white fir, lit on the final night
3Channels, one feed: the Square's site, Facebook and Instagram
Sound like you?
Let's make your season the one people talk about.
Venues, districts and brands: one big idea, carried everywhere your people are.