The ACL-CIO's first branding campaign in over 12 years, out of SS+K with site production by B-Reel, is based on the idea of "work" being a shared value between all Americans, whether or not they belong to a union.
The linchpin is the web site, WorkConnectsUsAll.org, an interactive web experience where you can list what you do and get rewarded with a custom, bold animation that shows how it inspires and influences others. Another tool also lets you explore your connections through work and how they affect the world. You also have the option to create a poster demonstrating what you do and its importance.
The campaign also includes a television spot produced by Zelman Studios, and online media. Total cost was $1.5 million.