US Creative Work of the Week: The Idea Brand has created a heartwarming film for a San Diego nonprofit that fights homelessness

Integrated marketing agency The Idea Brand recently created a moving short film for Father Joe's Villages, a San Diego non-profit that provides housing, rental assistance, healthcare, food and more to the homeless.

The animated film, which was developed in partnership with Dallas-based animation studio Reel FX, tells the story of a piece of coal named "Nicoal" who is often ignored and scoffed at by passersby on the streets. When Father Joe's Villages takes her in and welcomes her, she transforms into a shining diamond that is able to help others who are in need.

“Like most people, we are deeply troubled by the rising homeless issues in San Diego and across the U.S. When we were introduced to the team at Father Joe’s Villages and learned about their incredible mission and vision, we felt an instant emotional connection and desire to help them tell their story as widely as possible. As a B Corporation, it’s in our corporate DNA to help our community and its residents, and we are truly honored to provide our talents to a project with such heart and positive outcomes," said Jon Bailey, founder and chief relationships officer of The Idea Brand, in a statement.

A 30-second version of the film, which has been voted by readers as US Creative Work of the Week, is currently airing on local San Diego TV channels.

Overall Rating
5/5 Vote

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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