Spirit Media partnered with Portland Rescue Mission to produce a series of television commercials to re-brand the Drive Away Hunger campaign. The television commercials, featuring Miss America 2002, Katie Harman, promote donating or buying a car to help feed and care for homeless people in the greater Portland area. In the newly re-branded TV campaign, the audience is reminded that buying a reconditioned vehicle from Portland Rescue Mission is another great way to support the mission.
“We appreciate Spirit Media’s strategic thinking, creativity, resourcefulness and long-time support in our efforts to provide recovery services for hurting people,” states Bill Miller, Director of Development Ministry, Portland Rescue Mission.
With the rise of a variety of donate your car programs, Portland Rescue Mission needed to emphasize key messages to help differentiate them from other programs. Spirit Media worked with Portland Rescue Mission to define these messages and share them in a friendly, caring and compelling manner. Katie Harman was included in the campaign first, for her heart for the program and also because she represents a natural, endearing and known face for the Drive Away Hunger Brand. “Our goal was to present a clear, consistent message for the brand” stated Spirit Media Creative Director, Bill Dolan. “Second, in our strategy to present the right message was to have the right messenger. Katie is perfect for her warmth, delivery and celebrity in the Portland market.”
The creative team at Spirit Media provided strategic consulting, scripting, green screen HD video production, graphic design, editing and mastering for the TV commercial campaign.
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