Demonstrate the influence, breadth, and importance of Wikipedia, as the backbone of human knowledge on the internet through a turbo-charged brand spot that relies solely on Wikimedia Commons footage. While Wikipedia is one of the largest, most reliable resources in the entire world, it is being threatened with the rise of AI and disinformation. My team worked with the agency Kin as part of a true partnership to set the copy, define the look and feel, provide feedback, and research/attribute the thousands of images in the video.
results:
Our efforts succeeded in leading to record-breaking donations, empowering a the next generation of donators:
361+ Million views
171% rise in donations
38% new donors
notes:
We won a Webby in the Corporate Social Responsibility (Branded) 2026 category and were nominated in the Public Service & Activism (Branded) 2026 category.
Role:
Came up with the idea of using the puzzle piece as visual device to celebrate 25th birthday, worked with the Wikipedia creative team to provide direction and feedback, and helped research/cite imagery.