SAN FRANCISCO CA
Bonfire Labs is a creative studio based in San Francisco. Under one roof, we concept and produce integrated campaigns, TV spots, brand stories, social content, product films, and everything in between. Our flexible model allows us to collaborate with our brand partners at any stage of the creative and production process to make impactful work and build lasting relationships.
HOW AND WHY DID YOU COME TO USE DESIGN TO ADVANCE SOCIALLY RESPONSIBLE AND/OR SUSTAINABLE PROJECTS, CLIENTS AND CAUSES?
Bonfire Labs, a company rebuilt from a tragic fire nearly 30 years ago, has always put an emphasis on supporting its people, community and important causes. Because of this, we’ve made an effort over the years to live up to our founders’ values by investing our time and skills in projects for social good.
However, with today’s highly personalized information feeds, it can be incredibly hard to deliver content to those who don’t already subscribe to your manner of thinking — you need to be creative with how you deliver your message, especially if your message flies in the face of conventional wisdom. In a recent project for Women’s Equality Day, “The Forgotten Suffragettes,” we used Airdrop to break through those curated channels and share the stories of the women left out of history and almost certainly left out of your social feed.
We shared the stories of these women through digital, baseball-card like assets, airdropping them to people’s phones. The airdrops appeared with a preview of the story, while a prompt, “Do you know these women?” enticed people to accept and learn about these unsung heroes.
We hope these stories of underrepresented women in history widen our perspectives, so that in the future, people commemorating this day will not only see a select few women as the face of the movement but now celebrate a wider range of role models.
DOES 2019 PRESENT ANY SPECIAL CHALLENGES, OPPORTUNITIES, URGENCIES, OBSTACLES IN DEVELOPING GOOD AND/OR SUSTAINABLE DESIGN?
In a world where the average person is constantly bombarded with content, it can be difficult to get your message across while making people want to engage with it. It’s not just about documenting the story or creating the artwork, it’s about designing the delivery of the message and giving users an opportunity to opt in. Airdrop did just this. It allowed us to deliver stories we felt were important without imposing them on people. And by taking advantage of the fact that the average commuter spends so much time engulfed in their phones, we were able to surprise our audience and provide a rare sense of discovery on their way to work.