Art and life converge in the new TBS comedy about comebacks and second chances. The Last O.G. centers on Tray (Tracy Morgan), an ex-con rebuilding his life after he is released from prison on good behavior after a 15-year stint. TBS set out to create an equally powerful pro-social campaign, mirroring Tracy Morgan's real-life second chance, as well as that of his character. TBS invested in community outreach initiatives closely aligned to the show's own themes of second chances and redemption, in addition to a variety of projects and organizations to spread love in Brooklyn neighborhoods where the show is set.
It all started at The New York Comedy Festival, where The Last O.G. co-stars Morgan and Cedric The Entertainer co-hosted a comedy showcase of up and coming comedians that raised over $15,000 for The Fortune Society, a New York non-profit that helps 7,000 people a year transition from prison and back into a normal life.
In March 2018, TBS partnered with Greyston Bakery, a New York based bakery that practices Open Hiring to give employment opportunities to real people rebuilding their lives after incarceration. Together, Greyston created over 31,000 co-branded brownies for distribution and created an additional 300-plus employment hours for the Greyston staff. The brownies were distributed at SXSW, press, premiere events and nationwide retailers.
In lieu of traditional out-of-home, TBS teamed up with muralists and city officials to renovate and refurbish two community basketball courts with O.G.-inspired art and celebrated the grand re-opening with a community block party, hosted by Tracy Morgan.
The Greyston partnership created over 31,000 co-branded brownies for distribution and created an additional 300+ employment hours for the Greyston staff.
The Brooklyn Marcy Courts renovation garnered more than 469 million press impressions and is expected to garner 1.3 million out-of-home impressions over the next 4 years from foot traffic to the courts.
