CLIENT: June 27 Miracle

Campaign for Donations

AXLE became an integral part of a grassroots movement known as the “June 27th Miracle”, initially being approached to donate media assets and provide direction for marketing purposes. We strategized a theme that would both educate the community on the incredible need for food in our depleted food banks, as the COVID-19 pandemic had caused a drastic increase in need. This strategy would evolve to concentrate on uniting our community, with a focus on bringing some joy back in a time where negativity was overwhelming. Considering the social distancing rules, we also had to devise a plan to make shooting possible while adhering to the mandated guidelines. Our first trailer involved shooting in empty locations; locations that would eventually be filled on the day of the Miracle. The second instructional video was produced using the family of our director, this video taught viewers how to donate and emphasized how simple it was.

Once we started, we realized that we were going to end up making this a much more personal endeavour - one of our partners became a member of the organizing committee and we worked to gather the transportation needed to accomplish this monumental task. As a team, we even traded in our cameras for work gloves on the day of the Miracle and unloaded the last palette of food at the WFCU. In total, this grassroots initiative had grown from a small group of 10 organizers to over 10 thousand volunteers - raising over 2 million pounds of food: an unofficial world record. 

We also produced a final farewell video explaining the overwhelming positive force that the Miracle day brought to the community, it became of a symbol of a return to better days. As a team, we knew we could accomplish the promotion of this event, but we never realized the impact it would have on us.

To read more about our involvement in this and other charitable organizations during COVID-19 please read our blog post here.

 S T I L L S

T E A S E R

Inspiring Action and Curiosity
This 30 second teaser was the public’s first look at the June 27 Miracle. We were in the middle of the lockdown at this stage, but that didn’t slow us down. Within a week after taking on this project we shot and released this teaser. We focused on the great potential of our community and the possibility of filling such large empty buildings with millions of food donations.

R E C A P