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Bozell Wins AMC's The Pitch

Broadcast Campaign Digital

The Presentation

The Pitch is AMC’s new original docu-series where two advertising agencies go head-to-head to compete for a piece of real business. We won the business by pitching a campaign with an annoying companion and a single unified voice. The voice of One.

The goal of the creative
was to enhance awareness
of type 1 diabetes as a
serious, chronic disease that
affects people of all ages,
then highlight JDRF as the
organization dedicated to
finding a cure. And with a
limited budget, the focus
was on using non-traditional
media to open conversations,
build connections and
ultimately drive contributions.

We uncovered insights through one-on-one interviews.

People are more interesting
than diseases. So we gave
Type One Diabetes a persona,
and named it TOD. This would
allow us to bring Type One
to life through social media
outlets, videos, etc.

As you may have seen on
The Pitch episode, the final
presentation was held in
New York City. The home of
the iconic I ♥ NY shirt.
So before our presentation,
we handed out shirts that
read “I don’t ♥ TOD.”
This was all part of our plan
to create a persona and
spread the word about this
mysterious character.

Awareness can’t happen
in a vacuum. So part
of our campaign was
the purchase of limited
outdoor media in
strategically targeted
markets. The messaging
on these boards would
simply be a re-creation of
a tweet about TOD.

Another part of the
media buy was online
advertising. Again, with
banners simply re-creating
tweets about TOD.

The backbone of this
campaign is the online
personality of TOD. Using
popular social media
outlets, we’re able to start
create a character and
spark conversation. TOD
has his own accounts, but is
also talked about by others.

All roads in the TOD
campaign lead to whoistod.
com com. On the page,
users can view all the videos
and follow the social media
conversations. There is also a
countdown to the time when
TOD will actually be revealed.

The idea was to reveal TOD
as type one diabetes the day
after the JDRF episode of The
Pitch aired. Then give people
an opportunity to share their
own stories of living with
TOD, or living with a loved
one who has it.

Once TOD was revealed, we
transition the message to “Be
the Voice of 1.” This is a rally
cry for people to speak up in
support of those with Type 1
and join together with JDRF
to find a cure.

Bethevoiceofone.com is the
place where all of the voices
come together. Users are able
to share their story of living
with Type 1 or living with
someone who does. They can
also watch other people’s
stories. The end goal was to
compile enough Type 1 stories
to create a documentary
about the disease.

The Rally Cry

We used a piece of original music and this simple animatic to illustrate the concept of the rally cry video.

The Experience

What’s it like to have cameras recording the creative process? Here are some of our thoughts.

Scott Bishop and Bryan Mohr