Sophie Forman
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Consumer Reports

Consumer Reports is a household name – the magazine that your dad or uncle buys, the website you check when you need to buy a new dishwasher. But the organization is so much more – a 85-year old nonprofit that works tirelessly to protect consumers. From testing lead levels in water to championing seat belt laws to advocating for equal access to internet, CR works behind the scenes for the people.

OBERLAND wanted to bring this story to the forefront, changing the public’s conception of Consumer Reports and attracking a younger, more diverse audience. Our brand line Fairness Needs a Fighter speaks to both CR’s role as a fighter for fairness, but also galvanizes the public to stand up and join in the battle for consumer rights.

Agency: OBERLAND
ECD: Bill Oberlander | CD: Sophie Forman | Copywriter: Grace Cha | Producer: Kelsea Seavey
Editors: Gaspard Nemec, Helen Todd

Production Agency: DS Reps
Director/Photographer: Danielle Levitt

Shorter breakout videos for pre-roll and social media allowed us to highlight issue areas through specific pain points, and target viewers who may be experiencing the same problems.

 

Moving portraits communicated additional messages of higher-level fairness in the market.

 

Our photography captures strength and optimism. A soft directional light hints subtly at a brighter future and the ‘light’ that CR sheds on consumer issues.

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Our digital campaign utilized social assets to create a drum beat of fighters, each on behalf of a different issue. Further down the pipeline, we elaborated on specific topics through multi-frame carousels that give consumers real facts relevant to


Our digital campaign utilized social assets to create a drum beat of fighters, each on behalf of a different issue. Further down the pipeline, we elaborated on specific topics through multi-frame carousels that give consumers real facts relevant to their everyday lives.

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