Coogan’s, a local Washington Heights spot in NYC, was a pillar in the community for years. Now, Peter Walsh (the owner) is working with Facebook to share his story, leave a legacy, and help support other businesses in Washington Heights so they don’t close up for good.
Facebook’s Support Small Business campaign from Droga5 New York includes varied elements, including a Small Business Hub created to empower users to find, connect, and shop at local shops and restaurants that need their support the most. These destinations are an incredible resource for folks looking for ways to support small businesses, and stay connected with their local shops.
The campaign shows people that, when we buy small, we buy into what makes our communities, communities. We’re buying into a person. Into family owned and operated for generations. Into a farming community. Into the dreams of an immigrant family starting anew. The aim of this platform is to show Facebook’s commitment to small businesses and motivate people to join in by connecting them to Facebook resources, telling real stories of small businesses and giving them the social and IRL tools to share their commitment.
Film, OOH and audio highlight multiple small businesses around America that are too beloved to let go. Businesses like Coogan’s in NY, Som’s Records in Washington, D.C. and Dulan’s Soul Food Kitchen in Inglewood, Calif.
The campaign’s hero film, Survive, centers around recently closed Coogan’s, a place that was legendary to the people of Washington Heights. Survive was directed by Miles Jay of production house SMUGGLER
Credits
Client Facebook, Inc. Agency Droga5 New York David Droga, creative chairman; Neil Heymann, global chief creative officer; Felix Richter, Tim Gordon, co-chief creative officers; Thom Glover, Kia Heinnen, Dustin Tomes, Jono Paull, creative directors; George McQueen, Tom McQueen, associate creative directors; Christopher Brailey, Curtis McDonald, Jenny Yoon, copywriters; Maria Kouninski, art director; Jacqueline Salome, jr. copywriter; Vanessa Bittante, jr. art director; Jason Severs, chief design officer; Maria Wan, design director; Eli Hochberg, sr. designer; Adrian Koenigsberg, designer. Jesse Brihn, director of film production; Mike Hasinoff, executive producer, film; Lisa Delonay, Joe Street, sr. producers, film; Robert Matuluko, associate producer, film; Mike Ladman, sr. music supervisor; Jonny Bauer, chief strategy officer; Harry Roman-Torres, head of strategy; Diana Gonzalez, strategy director; Emily Pfitzinger, sr. strategist. Production SMUGGLER Miles Jay, director; Bradford Young, Kelly Jeffrey, DPs; Patrick Milling smith, partner/exec producer; Allison Kunzman, exec producer; Erin Wile, producer; Akin McKenzie, production designer; Doug Torres, assistant director. Editorial Work Editorial Ben Jordan, editor; Theo Mercado, secondary editor; Julian Laing, Trevor Myers, assistant editors; Erica Thompson, exec producer; Alejandra Alarcon, head of production. Telecine Harbor Picture Company Joe Gawler, colorist; Kevin Vale, sr. director, Picture Post; Jody Peters, sr. producer. Postproduction Blacksmith Iwan Zwarts, lead compositor; Charlotte Arnold, exec producer; Ashley Goodwin, Tina Chen, VFX producers; Jacob Slutsky, Yebin Ahn, compositors. Music “I Will Survive” Freddie Perren, Dino Fekaris, writers; Lykke Li, arrangement & performance; Scott Chesak, engineer. Music Walker Abbey Hendrix, exec producer; Dottie Scharr, sr. producer; Christopher Keyes, engineer. Sound Design & Mix Wave Studios Ed Downham, Aaron Reynolds, sound designers/mixers; Vicky Ferraro, exec producer; Eleni Giannopoulos, Ornela Peka, producers; Isaac Matus, assistant engineer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
