The latest installment of the Expedia series titled “Find Your Strength” follows Maggie, a cancer survivor, as she tours around the country speaking on behalf of the hospital and about the young boy she befriended during her treatments at St. Jude.

Maggie became best friends with Odie at St. Jude. While their friendship blossomed, Odie didn't make it.

As Maggie fulfills her promise to Odie by holding fundraising speeches about their bond, there's not a dry eye in the house and a severe Kleenex-warning on this ad.

You can help too. Expedia is inviting consumers to join the brand in donating to St. Jude Children’s Research Hospital. Expedia’s Facebook Share Campaign: for every Facebook user who shares the Find Your Strength post from Expedia’s Facebook page at, Expedia will donate $5, up to a total of $50,000.
Consumers can Retweet to Donate on Expedia’s Twitter page; for every retweet of the campaign hashtag #ExpediaStJude, Expedia will donate $1, up to $10,000.
Via SMS Donation Matching, consumers can text GIVE to 50333 to donate $10* to the kids of St. Jude. Expedia willmatch those donations, up to a total of $25,000.
Find Yours Donation Matching: Expedia will match every dollar consumers donate when they visit, up to a total of $165,000, bringing the total donation directly from Expedia to $250,000 in addition to donations from consumers.

"Expedia is really about connecting with people on a real level, not putting the brand in front of the story," Creative Director Gavin Milner explained. "They transcend the idea of a typical online travel agent and understand why you travel and what serves they can offer you, not just people like you. Since Expedia is about making meaningful trips, we wanted to make meaningful films that feel human and real, and ultimately inspire people to take action and donate."

Campaign: Expedia Find Yours Length: 2:30 Spot: Find Your Strength (Web Film) Agency: 180LA Client: Expedia Agency: 180LA Executive Creative Director: William Gelner Creative Director: Gavin Milner Copywriter: Mike Burdick Art Director: Mike Bokman Head of Production/Managing Partner: Peter Cline Producer: David Emery Account Director: Chad Bettor Account Manager: Brooke Stites Account Coordinator: Sarah Lynch Production Production Company: Boxer Films Director: David Adam Roth DP: Lawson Deming Executive Producer: Beth George Producer: Emile Hanton Editorial Editorial Company: Rock Paper Scissors Editor: Gabriel Britz Producer: Alexandra Zickerick Executive Producer: CL Weaver Assistant Editor: Ko Massiah Completion/Special Effects Colorist: Bob Festa Transfer Facility: New Hat Recording Mix Recording Studio: ELEVEN SOUND Mixer: Scott Burns Assistant Mixer: AJ Murillo Executive Producer: DJ Fox Music/Sound Design Composer: Adam Taylor Client Credits Senior Director, Brand Marketing: Vic Walia

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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