A Participation Tony’s
Bronze Crowbar Award 2023
Insight: Millennials are parents now, but as kids, they always got participation trophies, just for trying their best.
Idea: Trying their best as a parent, even when things don’t go to plan, is something millennials should still celebrate, completely guilt-free - with fair trade, guilt-free chocolate.
AD: Maggie Dobra
Designer: me again! we’re learning!
Influencers
We created a real trophy case for our golden Tony’s Participation awards, and sent it to millennial parent influencers @momchats and @dadchats.
They’re perfect for our campaign - they’ve built a following eating desserts and sharing funny parenting stories in front of the camera for millions.
Showing Up at the Real Tony Awards
Capitalizing on the buzz of the real Tony Awards, we went to the Tony Awards red carpet to give famous thespian parents their Participation Tony’s.
We captured short, upbeat interviews, asking them to share their favorite parenting stories, and fails.