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During their Celebration of Service campaign, The Home Depot Foundation was on a mission to make a difference in the lives of veterans.

Business Challenge

This campaign was brought to Big Red Rooster with the main focus on bringing The Home Depot Foundation’s current “Celebration of Service” season to life through a new external theme. Our client had a desire to launch a campaign that showcased the many surprise moments which take place over the course of the giving season – communicating the emotion behind the breadth of work in veteran service projects completed and all of the lives touched by The Home Depot Foundation.

Solution

We approached this year’s Celebration of Service through a lens of optimism, embodied in engaging experiences and inspiring content. From ESPN College Gameday to The Tonight Show with Jimmy Fallon, Operation Surprise celebrated the selfless spirit of veterans by surprising them with life-changing moments. The 2019 Operation Surprise concept created a more defined campaign theme and provided The Home Depot Foundation with more diversifying video storytelling, increased participation, and media exposure over the prior year.

Results / Metrics

  • 600M media impressions
  • 1,100 media placements
  • 2,000+ mentions of #OperationSurprise

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