After an overwhelming 2016, Dallas based agency, TM Advertising decided to focus on the true spirit of community. In collaboration with their client Community Coffee, the agency created and launched the “Dear Neighbor” art installation.
In the end of January, they rented an empty space to fill it with vintage postcards and invited people to write a note to their neighbors.
DIVERGE talked to Lisa Bennett, Chief Creative Officer, TM Advertising to find out more:
Why is it important to focus on unity?
2016 was a difficult year for many Americans. There were mass shootings in a number of cities, natural disasters such as floods and tornados, countless protests, and an election that divided the country. Our client, Community Coffee, has a history of giving back to the communities they serve. They felt that now, more than ever, we needed to create something that would bring people together. The Dear Neighbor project was a small gesture that we hoped would go a long way toward reigniting the true spirit of community.
The agency developed and produced a pop-up art installation called ‘Dear Neighbor.’ We filled an empty space in a diverse Dallas neighborhood with vintage postcards and invited people to write a note to their neighbor(s). A note that expressed their gratitude, hopes or dreams. Participants were encouraged to take photos of the notes and share them with #MakeItCommunity.
What kind of response have you seen from it?
People from all walks of life and all ages shared photos on social media with #MakeItCommunity, allowing the spirit of connection to extend beyond the gallery’s four walls. Participation was so high that after only 3 days, we burned through 4 weeks of materials. We tripled the size of the gallery by adding over 1,000 additional postcards. Local news stations, influencers and blogs covered the project. The most common themes on the cards were unconditional love, connection in real life, optimism, and equality.
What can others do to help spread the message?
There are a number of ways people can participate. First, by using #MakeItCommunity when they post a photo or sentiment about doing good in your community or something that demonstrates the spirit of community.
We are in the process of identifying future locations for these Dear Neighbor installations. We hope to have more in the months to come. Until then, just treating each other that kindness and respecting your neighbors is the best means of spreading this message.
Why is this key at a time like this?
Today, so many people express their frustrations on social media with angry posts or negative sentiments. The Dear Neighbor initiative encouraged people to put aside their differences, even if just for a few moments, and post something kind. Below are quotes from actual cards written by participants that visited the gallery:
“This reminds people that there is good in the world.”
“People coming together as a community can make things happen.”
“Stumbled upon this #MakeItCommunity project. Brilliant.”
“Thank you for bringing me the most unexpected surprises.”
“Seeing all of these (notes) made me realize that I need to live every moment to the fullest.”
“This is what we need. It’s a light in a dark space.”
CREDITS:
Client: Scott Eckert: VP of Marketing, Community Coffee
Agency: TM
Chief Creative Officer: Lisa Bennett
Creative Director: Stephanie Fisher
Art Directors: Stephanie Fisher, Marc Mintle, Laura Gross
Senior Designer: Joshua Tovar
Copywriter: Chris Bettin
Director of Production: Hal Dantzler
Senior Producer: Stephanie Murdoch
Studio Manager: Linda Crawford
Assistant Print Producer: Doug Jackson
Finishing Artist: Gerald Haggerty
Account Director: Spencer Blevens
Account Supervisor: Nicole Van Noord
Account Executive: Sam Wagnon
