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US Creative Work of the Week: ‘InstaGranny’ virtually connects people with grandmotherly advice


By Kyle O'Brien | Creative Works Editor

March 6, 2019 | 2 min read

Chicago-based creative agency SocialDeviant has enlisted a couple of grandmothers to dole out advice via Instagram to raise awareness of a local non-profit.

The agency first mobilized its staff to support Random Acts of Kindness Week by partnering with local nonprofit Home (Housing Opportunities and Maintenance for the Elderly) to remind people of the importance of creating meaningful connections with seniors in their lives.

SocialDeviant then used two street teams at a building in downtown Chicago to connect passersby with ‘grannies’ Dorothy and JoAnne through a live FaceTime feed. The two grannies were comfortably seated at SocialDeviant's Chicago HQ as they shared stories and advice, which was then posted to the @The_InstaGranny page the agency created on Instagram.

Those who participated received a fresh-baked, granny-worthy cookie, along with a printed call-to-action to pay the kindness forward.

For its warm and goodhearted approach to creativity, The Drum’s readers voted the activation the US Creative Work of the Week.

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InstaGranny by SocialDeviant

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