Greenlight a Vet

Walmart

• • • •

Greenlight A Vet, a mission-driven initiative asked Americans to show their support for vets by simply changing one external white light - a key trigger for PTSD, into a green beacon of support for all veterans across every neighborhood.

Agency: Saatchi & Saatchi, NYC

Case study video

:60

To kick it off, we ran an anthem spot on Veteran’s Day during the World Series.

A website was launched to invite viewers to pledge their support at Greenlightavet.com

GREENLIGHT_1.jpg

We created special bulbs, 100 of which were sent to influencers.

GREENLIGHT_2.jpg

The simple act of changing a light bulb spread to homes and monuments throughout the country.

GREENLIGHT_5.jpg
GREENLIGHT_8.jpg
GREENLIGHT_9.jpg
GREENLIGHT_6.jpg
GREENLIGHT_7.jpg
GREENLIGHT_10.jpg
GREENLIGHT_4.jpg
GREENLIGHT_3.jpg

The campaign was so inspiring that even Walmart’s competitors joined the cause.

GREENLIGHT_13.jpg
GREENLIGHT_16.jpg
GREENLIGHT_15.jpg

Results

  • 1.6 billion media impressions.

  • 400+ media stories.

  • 94% positive brand sentiment.

  • Estimated 9+ million lights glowing green.

  • Won an Effie for effectiveness in advertising.

  • Credited as one of the factors for Walmart's surprising appearance as top-10 favorite brands among millennials.

  • Single largest veteran support movement in U.S. history.