Allyson Ward, Associate Media Director

What’s The Skinny with Cookies?

When looking at the evolution of the cookie and Chrome’s announcement to eliminate them by 2022, two questions come to mind as advertisers. The first, how is this going to fundamentally change the way I reach consumers and the second, how in the world am I going to reach the right person, at the right time, with the right message without them? In fact, when I first heard the news, I have to admit that I was a bit cynical about the whole thing, and considered that there was no way that Google wouldn’t have something else up its sleeve that benefited its business while leaving competitors to forge their own paths, creating a decentralized system that makes Google stronger. That said, after watching countless webinars and reading dozens of articles, it was time to get off of the singular track that I was on, and look back to the WHY behind the announcement. All roads lead back to the consumer and their perception of data safety.

Data can be wonderful if used correctly. That said, it also raises concerns with consumers around what info businesses actually know about them and how their data is being used. Cue the standards that the ad industry cherishes with partners such as the IAB.

Let’s reflect on the differences between a cookie and actual data. While it’s easy to understand why a consumer would be concerned around data privacy, it’s also important to properly categorize cookies as anonymous and randomized IDs that allows advertisers to follow a consumer’s browsing history across the web. What many consumers don’t necessarily consider is the quid pro quo relationship that they have with the internet. Of course we’re all paying for wifi to allow our devices to go online, but what happens when you get there?

If we consider that nothing in life is free, we can more closely evaluate who is paying for our content consumption on publisher sites and in digital apps. In some cases, it’s the consumer when they pay a publisher to access content (likely without ads). However, what’s more likely is that the content and apps that being consumed are working off of a freemium model, which is where there is a value exchange to be considered. The exchange for individuals to consume content, games, and social apps all tie back to advertising.

If you’re not a part of the marketing world and you’re reading through this, you may be thinking to yourself that advertising won’t go away, just the cookies and thus I have more control of my data. While true in theory, it could also open up an unexpected can of worms as reaching the consumers advertisers want to talk to becomes more challenging.

Consider the following:

1. If CPMs decrease because advertisers are focusing on less data driven approaches to targeting, publishers may need to provide more ad space on their sites and apps to maintain their revenue numbers and produce consistent content.
2. To combat this and ensure data is taken into account, consumers may find themselves logging into their browser or websites as they enter so that pubs can ensure advertisers are able to use a new source of data from login information and create a sense of security that they’re reaching the right audience.
3. You may find advertisers taking a step back from spending as many dollars across the open web. If that happens, the next best choice may be walled gardens such as Facebook or Google that can focus on people based targeting. Relying on walled gardens more heavily poses the threat that these large powerhouses could get an even more substantial piece of the ad spend pie.

Testing Alternative Solutions:

After understanding the challenges that lie ahead, it’s important to start testing alternative solutions now so that we’re better prepared as advertisers as we wait for the display world to figure out what’s next.

First Party Data: First party data has always been incredibly important, but it’s playing a bigger role now than ever before. The industry is urging advertisers to continue ramping up their data collection so that they already have their most important audiences on hand.

Artificial Intelligence: AI Tech typically doesn’t rely on cookies alone and is able to optimize towards goals and draw effective results with the right audience. AI tech is continuously growing, with many new vendors in the space and more breaking through. The earlier you test, the better suited you will be for the cookieless future.

Contextual Targeting: While contextual targeting won’t be the only solution in a post-cookie world, having a line item in your campaign to target this way is more important than ever to gain learnings for your brand. Contextual targeting is also growing up. Vendors in the contextual space are finding ways to use AI to scan images and read between the lines of articles, making this an intriguing and incredibly simple way to start testing beyond third party data.

As marketers, we know that there will be a continued evolution on the topic of cookies over the next few years. The most important thing to do now is test, get comfortable with new ways of looking at data and targeting, and continue to have open minds for testing as we work through the changes.

Skye Stewart, Senior Public Relations and Social Media Manager

While we are all living through a time of extreme political divide, a pandemic, and well… just 2020 in a nutshell, it’s so refreshing to see that influential figures with teeny tiny followings and world famous stars are using their social media platforms to educate others. The power that influencers (big and small) have is incredible and it’s so great to see that they’re using it to their fullest potential.

I recently enjoyed following along with a campaign from the Texas Department of State Health Services (DSHS). They ran a public awareness campaign (#HealthyTexas) from April through August of this year that’s goal was to educate Texas residents about the coronavirus and safety precautions the state was putting in place around the pandemic.

Part of DSHS’ campaign budget went to influencer partnerships across Instagram and TikTok. Local influencers with Texas based followings shared their new safety routines, like wearing a mask and keeping good hygiene.

By using TikTok and Instagram as an integral platform to share its marketing efforts, the DSHS successfully found a way to reach younger audiences more directly, rather than utilizing more traditional advertising methods, like TV and billboards, that younger folks might not always be paying attention to. The campaign garnered strong engagement rates, proving that influencer marketing is far more than just advertising a product: it’s truly a powerful way to inspire and create authentic dialogue between target audiences and any organization. Influencers with audiences of all sizes are giving their followers a connection to a  ‘real person’ whom they can relate to. 

Here’s how the DSHS did it:

With the help of micro-influencers and macro-influencers across both platforms, DSHS  activated support from celebrities/athletes and mega-influencers like Leena Snoucbar, a social media influencer with over 1M followers on Instagram. She gave her followers an inside look into her daily routine — and encouraged her audience to wear a mask, keep 6 feet apart from others, avoid touching your face, and wash your hands.

The organization even activated help from Chris Sapphire, a star on Netflix’s The Circle, and former MLB player Ivan “Pudge” Rodriguez to help spread the word. A grand total of 26 participants were activated to share their own messages in unique ways that resonated with their followers. For some, that meant sharing how they’ve been directly affected by the virus or helpful tips for other residents to abide by. For example, Olympic Gold medalist Nastia Liukin shared a video of her saying “Because wearing a mask is easier than doing this.” She then performed a routine on her kitchen counter. As a gymnast, she wanted to create content that would easily resonate with her followers.

While the campaign’s overall messaging evolved as stay-at-home orders were lifted and social distancing became crucial as more people came out and about, the organization was careful to partner with influencers who were taking the state’s guidelines seriously in their everyday lives. Whether it was making sure the influencers were showcasing themselves wearing masks when they were in public in their Instagram stories or properly social distancing if they were in a space with others, there were so many components that went into making sure this campaign felt as authentic, organic, and meaningful as possible.

As our world keeps spinning and each day ends differently than the last one, I’m personally awed by the fact that different types of organizations and government entities are opening their eyes (and marketing strategies!) to the world of influencer marketing. It’s truly a powerful way to garner positive sentiment and awareness in a trailblazing way. Whether they are educating consumers about coronavirus safety precautions, empowering people to take action, or showcasing a unique experience, there’s so much we can learn from these personalized campaigns. At the end of the day, influencers are people just like you and I. As brand leaders and consumers, we can trust them, we can relate to them, and we can be inspired by them and the messages they share. Kudos to organizations (like the DSHS) who are jumping on board.

Hillary Williams, Group Brand Director

It might be summer, but there is no doubt it’s frozen’s moment in the sun. To clarify, I’m talking about frozen food, not the Disney phenomenon and soundtrack for countless Zoom meetings over the past three months, DJ-ed by my 3-year-old daughter.

Frozen food is here to stay and I’m certainly not going to “let it go” any time soon. Gone are the days of the freezer burned boxes I dig out of the back of my freezer when I’m in a crunch for a last-minute meal – many of which were already past their expiration date since I forgot they even existed. Today, my family’s meals revolve around the freezer. Phrases like “how soon after eating to freeze,” “best frozen family dinners” and “easiest recipes to freeze” inundate my search history. Frozen proteins, full meals, sides, leftovers, smoothie ingredients, you name it – I’ll freeze it.

Each time I make my weekly shopping list or open my freezer, I feel the lines between my personal and professional lives continuing to blur. As I’ve seen firsthand working closely with CPG brands, frozen food was already in the midst of a revolution to redefine “fresh” leading up to COVID-19, and the past few months have only expedited that movement. Amidst anxious buyer stockpiling this spring, frozen food category sales were up 30% over last year in April. Frozen CPG brands are seeing a perfect (and profitable) storm of 70% of loyal customers buying more than usual, 68% trying new brands and products and 7% of entirely new customers purchasing frozen products. Even better, both existing and new customers are satisfied, ranking convenience at a 4.3/5 and quality at a 4.1/5, leading to 50% saying they’ll purchase more over the coming months.

For frozen CPG brands, this trend is further accelerated by the simultaneous growth of online grocery shopping in our on demand culture. While there has previously been consumer hesitation to order frozen products via ecommerce, the current pandemic has driven wider spread for online trial of delivery in addition to click and collect of frozen goods. Now, frozen food is not only synonymous with convenience to alleviate stress around multiple meals a day at home, but also with quality, low touch/safety and diversification of options.

But as brands look ahead to innovative ways to seize this unprecedented opportunity around an ecommerce and frozen food surge, the existing foundation they have (or have not) built to resonate with consumer behaviour and how they relate on a human level are equally as important. This is not a time to reactively sprint to the finish line and if they haven’t already, brands need to take the time to get it right.

In this make or break moment, here’s how to set the foundation to resonate with your audience when it matters most:

Set a strong digital foundation to align with consumer needs.

Now more than ever, it’s imperative that brands understand fluctuating consumer states across a journey that’s anything but linear. The days of an awareness through to conversion step-by-step journey are behind us. In today’s digitally focused world, consumers transition from hearing about a new product to purchasing it, in a matter of seconds. With online grocery sales projected to grow 40% in 2020, brands need to ensure their digital experiences simultaneously support both a range of needs as well as each potential sporadic touch point across what is now an ever-changing schematic vs. journey.

Gerber is getting it right. A longstanding heritage brand from 1927 that was previously synonymous with outdated and processed baby food, today’s Gerber has not only revamped its ingredients, but more importantly, it is an advocate and trusted resource for parents. Instead of defaulting to lead with its legacy, Gerber’s site appropriately addresses its COVID-19 response and then provides a range of resources, including parenting tips around nursing, solids, nutrition, teething and development – topics that anxious parents google on a daily basis (guilty). What’s more, you can book a consultation with registered dieticians and buy products and bundled offerings for starting solids, trying textures and super snacks, all directly from Gerber’s site.

Because of the consumer-focused digital foundation it has built, site visitors can seamlessly transition from valuing the brand, while educating themselves on feeding stage tips, to purchasing corresponding products, in a matter of minutes. Just like that, Gerber has become both your new go-to parent resource and favorite product.

Shift messaging to resonate with the millions of new consumers experiencing the brand for the first time in a relevant, timely way.

It would be short sighted to believe that brands can speak to the millions of shoppers trying new products or frozen food in the current world we’re living, using the same messaging from six months ago. Times have changed, and so have audiences and their standards. Consumer expectations of brands are higher than ever, with 77% of respondents in a recent Kantar study expecting brands to be helpful in their “new everyday life.” Business as usual ads without any subtle acknowledgement of the different times we’re living in evoke an immediate cringe – I’ve used the term “tone deaf” in the past few months more times than I care to admit. But at the same time, messaging can’t be reactively all consumed in the immediacy of the moment, and needs to strike a delicate balance of being timely with also staying true to the brand and longer- term purpose.

Legacy brand Gorton’s Seafood, a Connelly Partners client, is striking this balance, adapting how it delivers on its brand mission and building incidental trial by shaping perceptions of new users. The brand’s messaging takes an empathetic and helpful approach through various tactics like offering delicious and simple meal solutions for those who might be tired of cooking, sharing an ocean colouring page to help stressed parents running out of activities for their kids and clearly communicating product tips and benefits for first time users – all aligning with its mission to “bring the goodness of the sea to everyone.”

Gorton’s two-pronged approach targets new users to drive repeat purchases with perception-focused content, while simultaneously engaging existing audiences through amplified, inspiring recipe-focused social content – funneling all users through relevant website user streams. Whether new users are trying to please picky eaters, mix up a weekly routine, stock up on their omega-3’s or indulge in fried goodness, Gorton’s is a long-term mealtime solve, rather than a short-term frozen go-to during this crisis.

Now is not the time for short cuts. The brands that sprint to the finish line and lack empathetic, relevant messaging and a consumer centric experiences are going to fall short. You not only need to know who and where your audiences are, you need to know how to effectively speak to them and serve up information that aligns with how they both think and feel. This is a marathon, not a sprint, and brands that are positioned to resonate now and extend beyond the current landscape will win out.

Sources: IRI, e-Marketer, Edelman, Nielsen, Kantar, AFFI & Analytics April 2020 study, Coresight Research U.S. Online Grocery 2020 Survey

Laura Materna, Experience Design Lead

Who can imagine Don Draper, gazing out the window of his corner office, casually saving the day with a smooth tagline about happiness… in the midst of today’s global pandemic and racial protests? He couldn’t. And that’s a good thing, even if it means our job as marketers is a bit more complicated. The very shape of social discourse is changing at a seemingly unprecedented clip, but the advertising industry has learned from societal shifts before. These shifts have pushed us to grow and even come out the other side a better practice. So how do we react to today’s issues?

We can look to several recent milestones for guidance on how to manage a brand in the current climate.

1. Remember that advertising is a two-way dialogue

Social media’s onset taught us to listen. These platforms reshaped and democratized the media landscape, empowering the customer with a voice just as forceful as the brand’s. As a result, brands had to pay attention to their audience’s needs and up their empathy game in order to engage with consumers meaningfully. Now in the middle of 2020, we find ourselves needing to pay even closer attention to the ebb and flow of this dialogue—not only to understand what the conversation is about, but also to understand when to speak, when to listen, and when to amplify the voices of others. Blackout Tuesday and Juneteenth challenged brands to pause and to listen, two muscles we’ll have to keep exercising.

2. Be vocal

Increased social activism taught us to take a stand. The past few years have seen a flurry of ads taking on a social issue—from Pepsi’s unforgettable protest-themed ad, to heartwarming stories of immigration in Super Bowl spots. And a few that spark controversy. A brand’s stated values won’t always align with 100% of their customer base. But consumers increasingly look to brands as a moral guidepost. That means brands can progress the national conversation with their platform if they have a genuine story to tell or have made a genuine effort toward a social cause.

3. Be transparent and direct

COVID-19 taught us to be truly down-to-earth, to be transparent, and to be direct. We dropped the façade, we scraped together alternate footage, and we focused on providing real, relevant information. Brands had to communicate something tangible: how they were donating, how they were changing their manufacturing to provide PPE or cleaning supplies, or simply how customers could expect to interact with that product or service. Consumers will expect the same transparency and authenticity moving forward, whether that’s about COVID-19, racial injustice, the environment, or any other challenges ahead.

4. Focus on helpful actions

Lastly, the mobilization that followed George Floyd’s death taught us to focus on actions that are helpful, as the national conversation dove into what, exactly, that meant. Helpful didn’t mean performative allyship or simply posting a black square; helpful, in this context, meant taking the time to educate oneself, have difficult conversations, and then push for change. And consumers agreed. As of May 2020, eMarketer found that over two thirds of surveyed adults believe brands have an important role to play to speak out against racial inequality and injustice, and would also be more likely to support brands who take meaningful action around racial inequality rather than making posts and statements.

The required response now, and for meaningful conversations in the future, is to put all of these pieces together: to pay attention to the dialogue and stop and listen when needed, to be vocal about your brand’s values, to speak to the consumer transparently and directly, and to focus on actions that will contribute to the greater good. These lessons take an abundance of empathy and even more patience. Lately though, we’ve started to see some concrete steps forward from what used to be the typical brand response just a few years ago. Brands like Ellevest published their own diversity statistics, goals, and benchmarks; advertisers for brands like Coca-Cola and Unilever took action toward holding tech companies accountable with the #StopHateForProfit boycott; in a sweeter move, Ben & Jerry’s developed a Justice Remix’d flavor, complete with educational resources at a children’s reading level, local partnerships, and a petition on their website. All of this gives me some hope that we’re on the right track when it comes to putting in the work.

Of course we have more work to do—from amplifying voices in our own creative departments to furthering the national conversation where we can. But wherever advertising has evolved, it is largely because consumers have demanded it. So, consumers: Keep demanding. It forces us to do better. And to advertisers: Keep listening with empathy, and keep pushing to do better.

Alyssa Toro
Senior Partner, Chief Creative Officer

For over 20 years, I drove to the South End on autopilot. I walked the same brick-lined streets and up 5 flights of stairs to the old piano factory we renovated. The business can get repetitive after that long, but somehow we always kept it interesting. So many things changed in that space as we grew from 4 to over 100. People would come and go, but some things have always remained consistent:

We’ve always been about the people. 

Without sounding too cult-like, we seem to attract the same type of people. Kind, empathetic yet ambitious and really clever. It’s funny because in many ways we all couldn’t be more different, but we are strongly united by a common purpose.

We blast music at every turn.

It’s ever present and eclectic and sometimes, entirely too loud.

We have an intangible energy.

There’s a certain energy in the air when visitors come for the first time. You get the sense that everyone really wants to be there. We’re there to create. That energy defines who we are and even though we aren’t there at the moment, I can still sense it.

Despite all of that consistency, every few years we are hit with a big shift in this ever-changing industry. And this one, by no fault of advertising, is certainly a doozy. We are fortunate to be able to work from home and still respond to client needs quickly. Our process is to define human insights and use it as a roadmap to create distinctive work. And what’s more human than the entire universe going through the same pandemic protocol? Relatively speaking.

There’s so much empathy and understanding to be had. And humor to get us through it all. We are proud to have the trust of our clients and thankful for their support.  I suspect we will emerge from this crisis with a new perspective as we have in difficult times before and I really do hope we can hang onto it. Our shared experience will help us come up with more insightful ideas making us well poised to tap into how people are feeling right now and respond in a way that creates connection.

So much has happened over 20 years, but what’s happening right now, at this very moment, is the thing that will propel us to be a stronger company. Here’s a quick snapshot of the brands that contributed to our success over the last 20 years.

Steve Connelly, president and copywriter at Connelly Partners, contributed the following thought leadership piece that ran in AdAge on April 2, 2020.

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No one should tell you how to feel right now. Your emotions are yours and yours alone.

But no matter what those emotions are, they are no doubt pretty intense. Some of us are panicking, some are dismissive. Some are paralyzed by the stress caused by this virus of uncertainty, others are stressed by the mandated cure of isolation.

This is not a time to debate, lecture or shout opinions. This is a time to respect each other, see all sides, care for each other, do everything we can to come together as this virus, the media, and an election year do all they can to pull us apart.

As an amateur anthropologist and agency founder, human behavior is a passion. I am forever trying to understand what drives our actions, decisions, emotions. Not the actions themselves, but the motivations behind them. The kind of observation that generates human insights that we can use to better understand and connect people.

And what I see right now is humanity holding a flashlight and pushing back the darkness. I see the elevation of simple things, of positive things, of defiantly human things.

Now certainly, there is a bunker mentality out there and times like these can bring out some less than attractive human traits. But there’s enough negative out there right now. Instead, I choose to see the positive. We are surrounded by positivity, you just have to allow yourself to see it.

I see people outside taking walks. I see kids running across their front yards. I see parents marooned at their desks, hopelessly trying to answer the call of both kids and work but with good humor, intentions and compassion. I see Scholastic supporting parents with open-access lesson plans and activities for kids through a new digital hub.

I see people FaceTime-ing, Google Hangout-ing, Facebook Live-ing. I see people who want to look into other people’s eyes digitally and feel comfort. I see people digitally connecting to talk in groups and meet in groups. I see people exercising in groups. I see brands from local health clubs to international brands like Nike offering free access for digital workout classes.

I see people coming together as our experts recommend keeping us apart.

I see dogs getting more attention from their humans than they ever have. I see comfort food, comfort TV shows, comfort music being consumed at all-time highs.

I see people who have every opportunity to sleep late and slack off, but instead are working, grinding, innovating and creating at levels we rarely see. People care about their jobs, their responsibilities, the people they work for and with. I see innovation from big and small businesses. I see Tito’s Vodka using their distilleries to make hand sanitizer.

I see people thinking of others in ways that we have never seen before. I see people checking in on senior citizens with regularity and compassion. I see people going to Mass on TV.

I see people applauding health care workers. I see brands reinventing to produce masks for doctors and nurses. I see Ford offering a car payment relief plan. I see internet providers like our client Atlantic Broadband offering free internet to people without it, and another CP client Gorton’s Seafood spreading the goodness of the sea by donating 500,000 servings of seafood for people in need.

The anthropologist in me sees human kindness. The marketing guy in me sees some brands shining a light on our capacity for kindness. Some smart, forward-thinking brands are fueling positivity by simply framing it. They are not self-serving, they are not editorializing, they are not benign white noise. Rather, they are empathetic and earnest, choosing to connect us as humans rather than sell as marketers. They are the brands that will see success tomorrow by being out there with positive messaging today.

The question all of us face right now in the face of this inhuman assault on our lives, is “What do I say?” Many brands, like many people, are paralyzed. But I would suggest expressing the simplest of messages would have the most resonance. Honest and human. Frame and remind people to see the wonderful things happening around us at a time when we all feel under siege.

Of course I also see some people out there seizing the opportunity to pontificate, to benefit, to impose their opinions and amplify their platforms. I see fear, I see uncertainty, I see tragedy. How can we not?

But right now, I also see people thinking about others. Worrying, caring, thinking, talking, connecting. I see what’s good about humans. I see brands reminding us all of that collective good. As is usually the case, bad times reveal the good in us all.

I see a time of darkness. And at the same time, I see the light of humanity shining through it. What’s needed right now is more human creativity to help us all see that light.

Steve Connelly

President & Copywriter

Opinion: Brands Have an Opportunity to Frame the Torch of Humanity That is Illuminating the Darkness

https://adage.com/article/opinion/opinion-brands-have-opportunity-frame-torch-humanity-illuminating-darkness/2248001

Carissa Mak, Creative Director 

We shouldn’t spread stigma and shame, we should be informing and empowering.’

It’s 9:12am on a Saturday. I just nursed my 15 week old and put him down for a nap. My four-year-old is watching Cat in the Hat with my husband in our bedroom. I steal away to the bathroom for a quick shower and a few moments of solitude on my phone. That’s when I saw the Frida Mom ad that one of my friends reposted to their stories.

This ad. This. They didn’t get to this ad by way of an elaborate strategy or assessing analytics. Oh hell no. This is a real life glimpse into the postpartum experience, that could only have been created by someone who has been through it and knows exactly what it’s like. It’s real. It’s raw. They decided to just put it out there, this part of motherhood. No big concept, no special effects, no glamour. Just a real, honest moment.

Is it pretty? No. Is it hard to watch? A bit, yes. But it’s the type of ad that we as women need out there. I watched it and have to say that I’ve never related more to an ad. Ever. I teared up. I’ve been there, this exact moment. The mesh undies, the padsicles, the amount of time it takes for just one bathroom trip. As a mom who has just recently gone through this, I’ve never felt more understood.

And for it to be banned from airing during the Oscars, is just an absolute shame. We don’t prepare new mothers enough for what postpartum looks like. I remember after I had my first baby. You focus so much on what birth is going to be like – from taking classes to reading birth stories online. You go into the delivery room feeling like you have a pretty solid idea of what might happen, what could happen. But then you have the baby and it’s like “WTF?!” No one prepares you for what really goes on “down there,” or what that first trip to the bathroom is like. It’s painful, it’s scary, and it’s hellah not pretty. But it’s reality.

When my friends prep for their first child, sure I’ll offer up registry item suggestions, but what I always send – and feel is much more important – is a list of items you need for postpartum, and what to physically expect. Every time I send the list, I get a bewildered reply of “What?! Is this for real?!” It’s real, and the Frida Mom ad is a perfect slice of a non-sugar-coated reality.

As advertisers, we can and should do better with shining a light on the real, the unsexy, the honest — because it’s so very important that we don’t only present glossy truths that people will then think are the norm. We shouldn’t spread stigma and shame, we should be informing and empowering. It’s an absolute shame that ABC banned this ad from the Oscars, but hopefully in doing so it will get even more of the attention that it deserves. Bravo Frida Mom.

‘I’ve never felt more understood’: Parent on Oscar-banned Frida Mom ad’

Campaign US

https://www.campaignlive.com/article/ive-felt-understood-parent-oscar-banned-frida-mom-ad/1673461

Claire Eisenberg, Director of Corporate Communications

Cause and Affect features CPers who pursue unique side hustles⏤ affecting others through their passion and inspiring us to live Defiantly Human.

There are people who are passionate about giving a voice to histories that matter today, stories that can change our future, people like our very own Director of Creative Services, Barry Frechette. These are the people who highlight good deeds that have gone unnoticed in order to inspire others to make an impact.  Outside of his day job at Connelly Partners, Barry made the leap into documentary films to shine a light on the incredible untold stories of our veterans and those who do good against the odds.

“I never made a documentary film before I made this one. But all my life, in the ad industry, you tell stories or snippets of stories… I’m just fascinated by people. And their stories. And I love storytelling. I love the medium. Armed with this experience and passion, I made the leap into the unknown.”

Barry Frechette (co-director, executive producer) and Max Esposito (co-director, director of photography, editor) created Paper Lanterns. The critically acclaimed documentary is about Normand Brissette (Lowell, MA) and Ralph Neal (Corbin, KY), two American POWs killed in Hiroshima, and Shigeaki Mori, a Japanese survivor who refused to let them be forgotten. The horrors they witnessed. The families that struggled to find the truth. And one man’s effort to give them the gift of closure.

“It’s not about going back and looking for apologies for the bombing, it’s about moving forward. There are tough moments in the film that we left in, but they are important because we want to show that there is redemption in all this. After all these years, we can still figure shit out. It’s opened doors for me where I get to hear other people’s stories and help them too.”

Paper Lanterns gave a voice to a community whose stories would have gone untold. Mr. Mori greatly impacted the last few days of Normand and Ralph’s lives. After surviving the initial bombing in Hiroshima, they were like so many others in the wake of the devastating attack⏤ without support or resources. And to think, what took place in Japan in 1945, came to light when Barry was looking through a photo album at his Grandmother’s house halfway around the world in Massachusetts. Paper Lanterns not only celebrates Mr. Mori’s compassionate heroism, but also inspires reconciliation representing our two nations as people who are not our past, but humans working together for a brighter tomorrow.

Barry recognizes and meets the challenge of honoring and protecting a lived truth that is not his own. While Barry worked on this project outside of Connelly Partners, he’s put into practice the agency’s purpose to be Defiantly Human⏤ prioritizing and defending empathy, compassion and the unique stories of humans.

Barry was recognized at the 2019 AdClub Rosoff Awards for his work to make a positive impact through passion. For more, visit https://theadclub.org/rosoff2019/.