For Immediate Release
December 2, 2016 (Toronto) – This holiday season, doug&partners has teamed up with WE to light up the world with positivity. To inspire a new holiday tradition, communities around the world are encouraged to come together and brighten up the season by creating their own WE Lights.
The campaign encourages Canadians to use their holiday lights to spell out WE in their windows to show that they believe in a better world. Photos and videos will be shared through social media using #WEBelieve.
“The essence of the WE Movement is that when we all work together, we can make the world a brighter place,” says James Powell, Global Head, Brand, WE. “We wanted to create a unifying initiative that would be meaningful to WE and its supporters, while easy enough for everyone to take part in.”
A promotional video launched in market on November 24, and features a heartwarming montage of people building unique WE Light displays. Celebrities Paula Abdul, Serena Ryder and Jully Black also make an appearance to support the cause.
With the holidays just around the corner and Canadians looking to put up their holiday lights for the winter season, the WE Lights initiative makes it easy for everyone to spread positivity. “We were looking to tap into a pre-existing behaviour,” explains Brian Murray, Creative Director at doug&partners. “This will help increase the odds for this new holiday tradition to catch on.”
WE is a movement that brings people together and gives them the tools to change the world. “My family is a big supporter of WE,” says Doug Robinson, Founding Partner of doug&partners. “We took a humanitarian trip to Kenya and were inspired by all the great work WE does around the world. We were excited to partner with WE to raise awareness for their cause these holidays.”
You can learn more at www.we.org/we-lights. Other partners who helped bring this video to life include TA2 and Lapointe Productions.