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The Kindness Card Experiment

A group of anonymous philanthropists came to us with quite a big ask—Make New York City kinder. So we created The Kindness Card Experiment. An experiment designed to recognize, reward, and spread kindness in NYC. Approximately 5,000 kindness cards were distributed across New York's five boroughs to people performing acts of kindness. Each card is loaded with $10 that the receiver can choose to keep for themselves or donate to charity. Once redeemed, the card holder is encouraged to pass it on to the next person they see doing a kind act.

Project Roles
Art Director
Adobe Lightroom, Adobe Photoshop, Art Direction, Conceptual, Content, Design, Digital, Integrated, Keynote, Outdoor, Print, Social
Advertising, Brand Guidelines, Branded Content, Case Study Videos, Commercials - Video, Infographics, Large Format Photography (Digital), Mood Boards, Murals, Photographs, Photography, Pitch Decks, Portraits, Posters, Product Designs, Products - Digital, Products - Physical, Social Media Content, Social Media Copy, Websites
Project Industries
The Kindness Card Experiment