Mother LA
Brief
Introduce composting to the agency in a fun, unexpected way, that gets people excited and teaches people what items are compostable.
Insight
Composting is going to be a part of Mother LA that employees will interact with daily.
Idea
Personifying the compost bin, named Compie, and making them into a real Mother LA employee.
The Cold Email
We made a LinkedIn account for Compie, who then proceeded to reach out to Mother LA employees on LinkedIn.
Compie’s offer letter, complete with a real signature from the Director of HR, was ‘leaked’ and posted up around the office where people could see Compie’s benefits and pay.
All Agency Presentation
Compie’s first day started with a presentation from my CW partner and I to the whole agency about how excited Compie is to work at Mother, while informing what foods Compie enjoys eating.
Here’s a link to the deck I designed:
Ask Me Anything
Slack is the primary form of communication for Mother LA employees so after the presentation we launched an Ask Me Anything for Compie, with an actual Compie Slack account, in the agency’s Slack Channel.
Every Mother presentation ends with a pic of the Mom wall, a wall full of images of Mother employee’s moms, so here’s Compie’s end slide.
AD: Dae’Onna Kang Clark / CW: Marvell Garrett / ACD: Maddie Rosenberg / ACD: Hayley Hinkley
Live work