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Special Project

Special Project
From the 12th Annual Shorty Awards

Giving Tuesday Filter

Finalist in Social Activism, Instagram, Filter/Lens

Entered in Social Good Campaign, Augmented Reality, Call to Action, Creative use of Technology


To develop a creative way to tell the story of the brand’s mission and foundation in an engaging and entertaining way on a day where giving back matters: Giving Tuesday.

Strategy and Execution

We created the first ever “Donate a Smile” filter for Instagram. Using augmented reality technology, we developed a filter that reacted to a smile by showing the user the place where Laughing Man® Coffee comes from. Ahead of Giving Tuesday, we created short videos to tease the filter, and on the day itself, we got Laughing Man® Coffee co-founder Hugh Jackman, as well as other influencers, to post about using the filter to donate to the foundation.


Content promoting the filter reached nearly 13 million impressions, and in-feed organically had a 7.6% engagement rate, which is 6% higher than the industry average. The filter itself had over 155,000 impressions, and the brand saw an almost 4% increase in followers in one day.


Video for Giving Tuesday Filter

Entrant Company / Organization Name

Havas New York, Laughing Man Coffee Company


Entry Credits