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From the 3rd Annual Shorty Social Good Awards

Biggie Breakfast 2018

Entered in Corporate-Community


In 2016, Translation hosted the first-ever "Biggie Breakfast" after a small team of fast-acting Translators put their minds together to honor The Notorious B.I.G. in a way that was more than a social media post. Concepted by Social and Context Strategy Directors John Petty III, and Joel Rodriguez, the two alongside a small team that included Chelsea Vernon and Yaya Mazurkevich as lead production coordinators, Biggie Breakfast was brought to life in less than 48 hours. The main objective for Biggie Breakfast was simple: Find a way to honor The Notorious B.I.G.'s contribution to the culture we service, while authentically establishing a relationship with the community that has given so much to generations past, present, and future.

Strategy and Execution

On March 10, 2018, Translation wanted to bring "Biggie Breakfast" back to its home of Bed-Stuy on a much larger scale. To do so, we partnered with fellow Brooklyn newcomer Sweet Chick NY to bring our breakfast to Pamoja House, a local men's shelter right in the heart of Brooklyn. Our goal and strategy remained the same from our previous iteration – Biggie Breakfast wasn't about building brand affinity or awareness. It was created to motivate and inspire our attendees and volunteer to discover and live out their dreams through the spirit of community. To ensure that amplification needs were met, however, the team invited press and PR entities to the breakfast on a volunteer basis only, maintaining our stance against publicity and our commitment to community building. On the day of Biggie Breakfast, volunteers were welcomed by the internal coordinators and organized by station to ensure an efficient use of everyone's time.


In total, Translation and Sweet Chick fed over 100 attendees, providing Biggie's favorite breakfast that consisted of "Cheese Eggs, T-Bone Steak, and Welch's Grape Juice" – a nod to lyrics from his iconic 1995 hit "One More Chance." In addition, the team brought in six Translators for a panel discussion on how they overcame a myriad of obstacles to become who they are today. More than 30 volunteers served meals while offering support and community to over 100 attendees at the Pamoja House. The ultimate goal, however, wasn't to receive widespread acclaim for our efforts, but to further build the bridge between our employees and mission with the very culture that we service.


Video for Biggie Breakfast 2018

Entrant Company / Organization Name

Translation LLC, Sweet Chick


Entry Credits