Not only did we attract a record number of people over to the booth and donations, it created a whole new business for We Are Neutral when hundreds of people were begging for us to make more shirts. Because we were not permitted to sell them at Bonnaroo, we took email addresses and launched a donations drive immediately following our return from the festival. Our campaign not only was about selling a shirt, but for every shirt sold, We Are Neutral retired one ton of carbon by planting more trees.
We advertised the shirt on Facebook, who found it offensive and shut down the campaign. Not to be thwarted, we did ads about how our shirt was banned on Facebook, which delivered even higher results than our initial campaign. Several people were offended, so we told them that we were more offended by what’s happening to the environment.
The campaign worked on multiple fronts for the client, not just driving revenue and awareness, but reinvigorating the cause and creating a whole new energy around the organization that led to a growth spurt in 2018.