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Non-Traditional
Direct Marketing

Bronze Winner

Entrant: Saatchi & Saatchi New York, New York
Walmart - "Greenlight A Vet"

Corporate Name of Client: Walmart

Agency Account Executives: Matthew Poveromo/Kaki Pope/Jessica Shapiro

Agency Account Supervisor: Tiffany Kimicata

Agency Account Director: Caitlin Reynolds

Managing Partner: Beth Waxman-Arteta

Chief Strategy Officer: Wanda Pogue

Agency Strategic Planners: Chelsea Freitas/Sophie Trinder

Agency: Saatchi & Saatchi New York, New York

Chief Creative Officer: Jay Benjamin

Executive Creative Directors: A. Chris Moreira/Mark Schöller

Copywriter: Martha West

Art Director: Jon Leachman

Agency Producer - Photography: Blazia Lyster

Head of Production: John Doris

Executive Agency Producer: Dean Shoukas

Senior Broadcast Producer: Meredith Witte

Project Managers: Terea Shaffer/Morgan Miller/Erich Berrett

Production Company: Casta Diva Pictures

Director: Patrick Fileti

Executive Producer: David Schiavone

Director of Photography: Ross Giardina

EVP/Digital: Ant Cauchi

Digital Director: Amy Still

Digital Producers: Lucy Adams/Alicia Dinkel

Digital Strategy Officer: Lloyd Salmons

UXD: Alivia Duran

Design Director: Blake Enting

Designers: Daniel Pradilla/A. Chris Moreira/Jon Leachman/Juan Saucedo/Chris Kline/
    Marc Thorpe

Photographers: Ricky Rhodes/Jamil McGinnis


Description of the Project:
Each year, 250,000 U.S. military members transition to civilian life, where a new challenge begins. However, it is difficult for communities to show their support when, back home and out of uniform, veterans are more camouflaged than ever. Greenlight A Vet is a national campaign to establish visible support for veterans, and "greenlight" (a term commonly used to activate forward movement) them back into their communities. 

Even in times of peace, there are many reminders of war, including bright lights at night, which can act as a trigger for those suffering from PTSD, a condition that is contributing to 22 veterans taking their life every single day. So we asked Americans to turn a negative trigger into an ongoing symbol of support by switching one white light in their homes to green – the color of safety, renewal and well-being – and to keep it glowing every day.