By Raven Faux
The Ad 2 DC Public Service Committee is proud to announce the launch of our 2017 campaign! Hot on the heels of last year’s first place win at the Admerica Conference, Ad 2 DC hopes to earn another. Amidst fierce competition, Ad 2 DC chose The Potter’s House, a nonprofit cafe and bookstore in the heart of Adams Morgan, as this year’s client with the goal of increasing awareness for their Pay It Forward program.
Since opening their doors in 1960, The Potter’s House has been a key place for deeper conversation, creative expression, and community transformation. Its Pay It Forward program is funded by compassionate neighbors and customers at The Potter’s House who donate when ordering at the register or by donating online. In turn, these donations fund the Pay What You Can program, an effort to help Adams Morgan locals who may be struggling financially.
During a time of gentrification, food deserts, and increasing costs of living, The Potter’s House offers a nutritious, fulfilling meal for anyone who walks through their door, regardless of income. Pay It Forward encompasses the spirit of The Potter’s House’s “radical hospitality,” where people from all walks of life are treated equally and served at the same table.
Ad 2 DC has focused our campaign on themes of unity, togetherness, tolerance, and respect. For a country and community in troubled times, The Potter’s House provides an admirable example of how to bring people together.
The campaign, targeting socially conscious 20-something adults in DC, consists of :15 and :30 second video and radio commercials, a mini-documentary, web ads, newspaper ads, and in-house printed collateral. We have secured generous media donations, including TV spots from ABC7 and NBC4; radio spots from iHeartRadio; web ads from DCist; programmatic targeting from Brandzooka, Digilant, Rocket Fuel, and Questex Media; and print ads from El Tiempo Latino, which Ad 2 DC’s copywriting team translated into Spanish.
Ad 2 DC is especially excited for our full scale, professional commercial shoot on location at The Potter’s House, shot with a cinema-quality ARRI Mini with Cooke anamorphic primes for a beautiful end product. We worked with a professional film crew who graciously donated their time and equipment, artistic direction, and audio recording expertise. Take a look:
With high quality work and equipment, hundreds of hours collectively devoted, and a fiercely committed and creative team, Ad 2 DC has its eyes on the prize for another first place win at Admerica this June in New Orleans.
For those unable to experience The Potter’s House in person and would like to donate or spread the word, please visit our GoFundMe page. Be on the lookout for our campaign in-store, on TV, on the radio and online. Sneak peeks, behind-the-scenes, and proof of performance media can be found on Ad 2 DC’s social media channels: Facebook, Twitter, and Instagram.