King's Hawaiian was entering a brand new snack category with the launch of Pretzel Bites. The product needed to earn consumer awareness and retail velocity before it ever hit shelves, in a competitive snack market where new products live and die by trial.

African-Americans are critically underrepresented on NMDP's donor registry, creating dangerous gaps for Black patients with blood diseases who need a compatible match. NMDP needed to engage the Black community in a way that felt genuine rather than transactional, and do it within a concentrated timeframe.

NMDP needed to grow brand awareness and drive bone marrow donor registrations among younger audiences. The challenge was creating urgency around a cause most people have never personally encountered, at the most crowded media moment of the year.