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 www.facebook.com/expedia, 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 www.Expedia.com/FindYours, 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
Spot: Find Your Strength (Web Film)
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 Company: Boxer Films
Director: David Adam Roth
DP: Lawson Deming
Executive Producer: Beth George
Producer: Emile Hanton
Editorial Company: Rock Paper Scissors
Editor: Gabriel Britz
Producer: Alexandra Zickerick
Executive Producer: CL Weaver
Assistant Editor: Ko Massiah
Colorist: Bob Festa
Transfer Facility: New Hat
Recording Studio: ELEVEN SOUND
Mixer: Scott Burns
Assistant Mixer: AJ Murillo
Executive Producer: DJ Fox
Composer: Adam Taylor
Senior Director, Brand Marketing: Vic Walia