The ACLU started off its new partnership with OBERLAND with a fast and furious brief: come up a campaign for Mother's Day that targets the issue of family separations at the border – and lets Joe Biden know that the ACLU has its eyes on him. We developed the creative concept of a height chart to symbolize how these kids are growing further from their families, day by day. The ad ran in a full-page spread in The New York Times on Sunday, May 8th.
Pushing the campaign further, we proposed OOH executions that would allow people to experience the height chart at full scale to feel an intimate, human-to-human relationship with the marks.
