Go Kindness! Go Vols!

Peyton Manning.

Peyton’s my only connection to the University of Tennessee: my time on Gatorade and the joy of working with this underrated comedian who also happened to be pretty good at throwing a football.

And then this story happened…

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It was “college colors” day at his Florida elementary school, and a fourth grade University of Tennessee fan didn’t have anything to wear. So he made his own, drawing “U.T.” on a piece of paper and stapling it to an orange t-shirt (I already love this kid and suspect he might someday make artisanal pocket squares in Brooklyn).

As can happen with attempts at creativity, his earnest design failed to impress the local cool kids who mocked his shirt over the lunch hour. This kind of cruel behavior always happens during lunch, doesn’t it? The teasing really upset him, which inspired his teacher Laura Snyder to share his tale on Facebook.

The universal nature of the boy’s story made Laura’s post go viral. And soon, some very astute, deeply human people at the University of Tennessee took note.

First, UT Interim President Randy Boyd sent the young man a care package from the student bookstore, insuring he would have plenty of Volunteer merchandise, both for himself and even some of those meanies who derided his homemade efforts.

Then the story really took off. News outlets across the country picked up the narrative. And having the right kind of reactive, social media savvy, the University in turn:

  1. Created t-shirts with the young man’s design, selling them online and donating the profits to anti-bullying organizations. This went super-viral.
  2. Offered the fourth grader a full ride scholarship to their university class of 2032, quieting the online yahoos criticizing them for taking advantage of the story.
  3. Dressed their 300+ “Pride of the Southland” marching band in the boy’s t-shirt during their game vs. UT Chattanooga.

We’re a painfully divided country these days, rife with finger pointing and name calling (thanks Russian troll army!). And yet as Americans, we are drawn to the well-meaning underdog. We will stand up for the unfairly criticized fourth grader. There are no sides, no partisanship in our support of a kid who was treated unfairly.

And that gives me hope for a better future ahead. At least when it comes to the University of Tennessee Class of 2032. You go anonymous kid, good on you.

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A Sweet Act of Creative Generosity

Most challenges modern agencies face stem from how we, as an industry, spent decades devaluing our one, singular asset: creativity. We gave it away for years since we earned our margins in media markups.

This worked fine, until it didn’t. By the time broadband and mobile fragmented the media landscape into a thousand platforms, we had trained clients not to pay for the one thing we truly own. And the results have not been pretty.

It’s a situation made worse by creative people themselves. We tend to underprice our own product, accepting lower compensation due to our sheer love of making things. That’s why a story last Saturday involving a creative team from Wong Doody LA made me smile so much. Call it “The Saved Quinceañera.”

The creative team was prepping a massive video and still shoot down in Houston with Patrick Molnar, a nationally-recognized, professional lifestyle photographer. As they worked in the museum district off Rice University, producer Amy Wise noticed a group of teenagers posing around a fountain as family members snapped photos with their phones. Being curious and outgoing (invaluable traits in an agency producer), Amy quickly learned it was Jasmine’s quinceañera–the traditional celebration of a fifteen year old girl’s transition from childhood to womanhood. Unfortunately, the large bus they had rented for their celebration hit a curb and blew a tire, setting them back a few hours. By the time they arrived at the park for their shoot, their photographer had given up and left.

And yes, the movie-of-the-week scene you are currently imagining in your head is exactly what happened next. Amy told the creative team, the creative team told Patrick, and within minutes, a major professional photographer was lining up shots of the young woman and her court, saving the day with a level of professionalism far beyond anything the family might have imagined. For no other reason other than it was fun, and it would brighten this girl’s day, transforming disappointment into delight.

The whole experience lasted less than fifteen minutes, but in that time, Patrick squeezed off bursts, insuring he’d have lots of selects to choose from, which he did later that night, retouching frames in the hotel bar.

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Unretouched photo courtesy of Patrick Molnar.

Creative people get into the business for the joy of making things. On Saturday afternoon, they didn’t make an ad or a piece of content or a digital experience; they simply made someone’s day. And in this case, that feeling was compensation enough. Well done Matt Burgess, Vanessa Witter, Callie Householder, Amy, and Patrick.

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