Brawny's coronavirus initiative rewards local 'giants'

Project from Joan Creative sees the paper towel brand call on people to nominate their heroes

Published On
May 22, 2020

Editor's Pick

Brawny continues to redefine "giants" in its marketing, this time with a project centered on the current coronavirus pandemic. 

A new initiative from the Georgia Pacific-owned paper towel brand, Giants Take Action, calls on people to nominate their local heroes, or "giants," -- people who have gone above and beyond to help others during the pandemic -- to be rewarded by the brand. To kick off the platform, Brawny and agency Joan Creative identified eight such people across the country, giving them supplies and financial support. They include seven year old Cavanaugh Bell, who spent his savings on care packages for seniors in his community; Terence Lester, who installed portable handwashing sinks for the homeless, and single mom Ray Nell Jones, who went out of her way to help deliver essential goods to other single moms.

The "giants" appear, in user-generated footage, in a spot promoting the initative, accompanied by a newly released track, "Walk With Me," by Goldford x AG. It invites others to nominate their own giants at Nominations will be open for eight weeks from this week, with new content rolling out on social media featuring the newly selected giants.



May 22, 2020
Client :
Agency :
Joan Creative
Lisa Clunie
Jaime Robinson
Dan Lucey
Managing Director :
Sarah Collinson
Strategy Director :
Chris Turney
Creative :
Claire Wyatt
Creative :
Sophia Moore
Account Executive :
Raelyn Martin
Producer :
Eric Davies
Production Company :
JOAN Studios
Head of JOAN Studios :
Daniel Marin
Editorial :
JOAN Studios
Editor :
Tyrone Rhabb

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