Give to Brew

Give to Brew is Vassar's annual fundraiser for its athletics teams. For the men's lacrosse team, we created ten short social videos, nine of them parodies of well-known films and commercials, all starring the players. Instead of a typical appeal, the campaign let the team's personality lead, inviting alumni, families and fans to give because they felt connected to the people asking. The videos passed 100,000 organic views on an account with fewer than 4,000 followers, and Vassar Men's Lacrosse raised an all-time high of more than $160,000.