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What happens when grandparents stop worrying that their grandkids spend too much time on social media and start connecting with them through it?
Cox Communications, the largest private telecom company in America, launches ‘Grandstories’ just in time for Grandparent’s Day, on Sunday, September 8. The initiative brings grandparents closer to their grandkids by teaching them how to make stronger connections with the people who matter most using social media. ‘Grandstories’ reinforces Cox’s new brand positioning- ‘Bringing Us Closer’ - by demonstrating how broadband connectivity is most powerful when it creates more human connection. The work was developed by180LA for Cox Communications.
“Our Grandstories campaign is the first of many with a goal beyond selling broadband, but rather reminding us all of the human connections that technology enables,” said Gaston Vaneri, senior vice president, brand strategy, Cox Communications. “The campaign brings that brand purpose to life in a very touching way, as we watch real grandparents learn to use social media to connect, with their grandchildren. Those connections enrich the relationship on both sides and on a very personal level. We hope the stories inspire others to embrace technology to connect with loved ones, especially grandparents, on this year’s Grandparents Day.”
Cox launched their new brand positioning in November 2018, with a focus on enabling more human connection. The company’s new tag line “Bringing Us Closer” is rooted in a belief that life is better when we people truly connect. In a society where online connectivity has often replaced genuine connection, Cox Communications is looking for new ways to inspire people to both reflect upon, and strengthen, the human bonds in their lives and communities.
“Isolation and loneliness is a growing epidemic. Especially among seniors,” stated Mike Bokman, group creative director, 180LA. “Our grandparents have so much knowledge to share, so many stories to tell, so much love to give. They deserve our attention, but our attention is not easy to get these days. So we’re helping to bridge that gap by inspiring grandparents to connect with their grandkids in the place their grandkids are sure to notice — social media.”
About the Grandstories Initiative
Cox Communications trained and mentored seniors in the use of social media, documenting the process from the perspective of both grandparent, and grandchild, capturing authentic moments of connection. The grandparents used these new ways to communicate in order to share with their grandkids the things that matter the most to them.
The ‘Grandstories’ films and related assets will be featured in social media, and tips to help other grandparents and grandkids get connected are available on Converge, Cox’s content hub. This week the company is releasing ‘Seize The Day’ featuring a story about Larry and is granddaughter, Jessica. The additional short films will follow soon.
About the Grandstories Videos:
‘Seize The Day’ – Larry (79) and Jessica (33): After the passing of Larry’s wife, Pat, he realizes the preciousness of time. In order to reconnect with his granddaughter, Jessica, and make sure his wife’s memory lives on, Larry takes to social media to connect with his granddaughter, and share his most precious memories about Pat. He tells the story of how they met and fell in love while both serving in the Navy, and how they kept their relationship alive through letters while he was away at sea for nearly a year. Larry shares some of his favorite letters, many of which he still has to this day. To Larry’s surprise, Jessica also received a beautiful letter from Pat, which she shares with her grandfather in a powerful and emotional conclusion.
‘Family Recipes’ – Young(76) & Karen(21): Young is a traditional, non-English-speaking, Korean grandmother. She feared her granddaughter, Karen, is becoming too American, spending too much on her phone, and would soon forget her Korean roots. Young connected with Karen by sharing her family’s never-written recipes on social media. With the help of Cox, Young filmed herself making each cherished recipe, providing her granddaughter with step-by-step instructions. Young hoped not only to preserve her recipes, but also to pass down the family’s Korean culture and heritage, all while preserving a special bond with her granddaughter, but she had her doubts on whether her efforts were in vein. When Karen surprises her grandmother at home one evening before dinner with her attempt at Young's kimchi recipe, her grandmother and grandfather's reaction is not to be missed.
‘Making Up For Lost Time’ – Nadene(73) & Cody (26): 50 years ago, Nadene gave her newborn daughter up for adoption. She has been happily married since that time, but never had another child. Recently, she received a call - It was her daughter, who shared that Nadene has a 25-year-old grandson named Cody. Nadene was longing to have a personal relationship with her newfound grandson, but distance was an issue, as Nadene lives in San Diego and Cody in Oregon. She turned to social media to bridge the geography and connect with Cody. Nadene was concerned about coming on too strong, and scaring Cody away. The exact opposite occurred. Cody shared a wonderful, personal surprise with Nadene: he was getting married. Thanks to her efforts to connect, Nadene joined in Cody’s wedding celebrations.
Client: Cox Communications
Campaign Title: Grandstories
Agency Location: Los Angeles, CA
CCO: Al Moseley
Group Creative Directors: Jason Rappaport and Mike Bokman
Copywriter: Eric Scott, Will Sands
Art Director: Robison Mattei
Head of Production: David Emery
Producer: Michael Quinones
Group Account Director: Andrea Goldman
Senior Account Manager: Morgan Theis
Strategy Director: Maggie Speciale
Social Strategist: Lauren Murphy
Director of Photography: Daniel Hollis
Story Producer: Carlin Cwik
Executive Producer: Cedric Troadec of Etcetera
Director: Mike Bokman
Editorial Company: Therapy
Editor: Ken Mowe
Audio Record & Mix: Therapy