LxL sought to tap the world’s biggest generation to do small, meaningful acts to combat the world’s biggest issues.

Campaign Concept
Art Direction
Custom Videography

Challenge
The UN’s Sustainable Development Goals’ challenge was to bridge the gap between awareness and action by making these ambitious global objectives relatable and achievable for individuals. The project needed to overcome the perception that such goals were too vast or unattainable, inspiring everyday people to believe that their small, personal actions could collectively contribute to meaningful global progress.

Approach
The main nugget that lead to not only the name (Little by Little or LxL), was that the problems Gen Z were facing felt too big and unsurmountable leading to helpless and inaction. By leveraging Google’s newest, bite-sized media format, the 6-second pre-roll ad, the campaign empowered people to take bite-sized, actionable, simple, daily actions—like reducing waste or conserving energy—that aligned with the larger global goals. Through engaging storytelling, interactive tools, and clear calls to action, the campaign made sustainability feel personal and achievable, turning abstract goals into tangible behaviors that anyone could adopt.

Play Campaign Video

Designing a scalable, autonomous platform for a new generation

The LxL campaign marked one of our first forays into building a Gen Z-focused brand and campaign. We aimed to create messaging and visuals that felt exciting, relevant, and hopeful. This ethos drove every design choice, from vibrant color palettes and dynamic photography styles to bold typography and the scattered dash motif that infused energy and motion. The logo, inspired by youth street culture and streetwear, anchored the brand in authenticity, connecting deeply with a generation seeking optimism and impact. We created a system of guidelines and graphics so that new groups, young leaders, and/or brand partnerships could be dreamt up, created, and executed.

Results

OMMA

2018 Winner

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