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Step 1:
The Goal
Clayco faced the challenge of translating its community investment into a campaign that felt authentic, culturally grounded, and capable of mobilizing real action. The goal was to move beyond corporate philanthropy messaging and instead, tell a story that connected Clayco’s values to the lived realities of the communities it serves, particularly around Juneteenth.
Step 2:
finding the gaps
Out of our services, we provided Audience Development, Campaign Development, Film + Photo Production, and Digital + Social Content creation for Clayco to bring their Juneteenth Fund the community connection it needed. KNDRD was engaged to define the overall campaign strategy in a way that aligned brand intention with community connection.
points of connection
Step 3:
We led full creative execution for a multi-layered campaign that raised over $500,000 in community funding. This included producing a 5–7 minute Juneteenth Fund short film that centered the relationship between Clayco and the community, as well as documenting 6 unique community organizations through photography storytelling.
The impact
Step 4:
To extend the campaign’s impact, we developed a social media strategy and content system that supported 1–2 weeks of campaign activation and enabled sustained storytelling for 6 months. The result was a campaign that generated meaningful impact while positioning Clayco as a credible, community-rooted partner rather than a distant corporate sponsor.
THE APPROACH
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