180 Los Angeles and Expedia continue their wonderful "Find Yours" campaign, which seeks to bring the travel category beyond low airfare and cheap deals, through a series of short films that chronicle physical and emotional journeys.
"Find Your Strength," directed by David Adam Roth at Boxer Films is the latest installment, created in collaboration with the St. Jude Children's Hospital. It follows Maggie, a cancer survivor who travels around the country speaking about the hospital and her own experience with the disease. She centers her talk on Odie, a young boy who became her best friend during her time at the hospital, who lost his life battling against cancer, and who asked that she continue the fight by spreading the message about St. Jude's free medical care for adolescent cancer patients, regardless of their means.
St. Jude's historically has been known to rely on brand alliances to further its message, and 180 L.A. counted both Expedia and the hospital as clients for the touching film, which contains hardly any Expedia branding. And like the previous film in the campaign, "Find Your Understanding," it focuses on the journey that the protagonist takes.