Anti-Defamation League: Never is Now

Project Type: Event Marketing, Branding

Services: Campaign Planning, Marketing Strategy, Branding, Concepting, Creative Direction, Copywriting, Video Production

Description: Faced with the ongoing impact of the COVID-19 pandemic, the Anti-Defamation League (ADL) decided to produce their first fully virtual production of Never Is Now, a tentpole annual event. Our agency was brought in at this key moment to plan and execute the digital marketing campaign and to establish a refreshed look and messaging that would extend through all aspects of the event marketing and production.

I worked closely with our Art Director and VP of Creative to develop this new branding and messaging strategy for Never Is Now. I also set the overarching strategy for our paid media creative and wrote or directed copy for all traditional and digital media assets, paid social ads, video creative, website copy, e-blasts, and other promotional materials.

In our first year, we surpassed ADL’s attendance goal with over 10,000 virtual registrations. This led to an ongoing relationship between our agency and ADL that included the next two years of Never Is Now promotion and several other projects along the way. The samples below are mostly from our 2022 campaign, which included the added challenge of encouraging in-person attendance for the first time in three years. Once again, we exceeded the client’s registration goals.