Mill Classics | Creativity for Good

Over the years, The Mill has joined forces with multiple partners and one shared mission in mind: Creativity for Good. We look back at a spectrum of work that highlights crucial causes such as racial injustice, sustainability, suicide awareness, bullying prevention, and safe housing for LGBTQ+ young people.
Work November 2, 2021

The Asian American Foundation ‘See Us’

Teaming up with Wieden+Kennedy, we collaborated on this powerful cultural campaign, a multi-platform effort designed to accelerate impact and expand support for the AAPI community through solidarity and education. This campaign features leading Asian American public figures, such as Daniel Dae Kim, Naomi Osaka, Lisa Ling, Jeremy Lin, Fareed Zakaria, Michelle Kwan and many others.

AKT ‘We Are Family’

We crafted the first ever campaign video for LGBTQ+ charity akt (The Albert Kennedy Trust) that launched during their two-day digital festival, #aktogether sessions. The two-day digital festival was created with the aim of bringing together LGBTQ+ music, comedy and drag from across the UK, as well as panel discussions with members from their community.

Stuttering Association for the Young ‘PSA | In the Spotlight’

We teamed up with Director Alex Gorosh of Hungry Man and BBDO for Stuttering Association for the Young’s newest PSA, ‘In the Spotlight’, a film that helps us experience everyday interactions through the eyes of young people who stutter. In the video, typical scenarios like speaking in class, ordering at a restaurant, and asking for a different size in a store become daunting public speaking engagements that require extraordinary courage.

Suicide Prevention PSA ‘The Awkward Silence’

The Mill joined forces with Anonymous Director Max Sherman and Droga5 for Ad Council’s latest spot focusing on suicide prevention, part of their ‘Seize the Awkward’ campaign. Suicide is the second-leading cause of death in the United States among people ages 15 to 24. That statistic helped prompt an effort among the organizations to develop a unique campaign that targets teens and young adults and delivers information about risk factors for suicide, as well as tips for how to support someone experiencing emotional and psychological distress.

Courageous Conversation ‘Not A Gun’

We collaborated with Director Kevin Foley of Rakish and Goodby, Silverstein & Partners on Courageous Conversation’s hard hitting public service announcement, ‘Not A Gun’. The campaign highlights the systemic problem of violence against people of color and encourages law enforcement agencies to incorporate CCGF’s unconscious bias training into the curriculum for officers.

Create Not Hate ‘Racist Dinosaur’

We partnered with Quiet Storm and Red Brick Road to help create ‘Racist Dinosaur’. A spot that depicts those spewing racist remarks such as ‘send ’em back’ and ‘I ain’t seen a white face around ‘ere in years’ as prehistoric dinosaurs in the modern age.

Exploring the origins of Avocado Green Mattress

Following the success of our first Avocado Green Mattress campaign, the next step on our creative journey was to create an engaging and insightful campaign to tell the story of Avocado’s products. This campaign focuses on how they’re made, and how they contribute to a greater mission to support the health of the planet and its people.

Anti-Bullying PSA ‘In Real Life’

In collaboration with BBDO New York, The Mill helped create a powerful anti-bullying PSA Campaign, marking October as Bullying Prevention Month. Backed by Monica Lewinsky, and directed by BBDO’s Win Bates, the PSA highlights the seriousness of cyber-bullying by taking abusive comments from the internet and dramatizing them in public spaces. The PSA went on to become the Bronze Winner at the 2018 Clio Awards.

You can get in contact with our teams regarding any of your upcoming projects here.