City of Boston


How could we shed light on the strength and resilience of Bostonians?


Branding, Digital, OOH, Print, Social

The City of Boston asked us to help them create a new annual tradition to commemorate the way the community came together after the 2013 Boston Marathon bombing. 

In 2015, within a few short weeks, we created a name, messaging, brand identity, hashtag, website, and print and out-of-home assets for One Boston Day – a day to celebrate the resiliency, generosity, and strength of the people of Boston through acts of kindness and community service. On April 15, in a single day, One Boston Day logged 42K social posts and over 100K website page views.

In 2016, we wanted to expand on the previous year’s social engagement by utilizing even more channels to spread the word. We gave the website a facelift, making it easy for Bostonians to learn about how to get involved in a community near them.

We also created a video of celebrities and influencers delivering the message of One Boston Day, which garnered 171K views online, was played on the video board at Fenway Park, and was covered by various news outlets.

To carry the message out into the physical world, we built a pledge kiosk to travel with the City Hall To Go van in the weeks leading up to One Boston Day. Visitors were able to press a button to pledge an act of kindness, and we collected real-time data on those pledges.

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Organizations across Boston donated media, and we created digital and traditional out-of-home, as well as a full-page ad in the Boston Globe.

We designed a Snapchat geofilter and deployed it in various strategic locations around the city, resulting in over 100K views, and the John Hancock jumbotron at the marathon finish line displayed #onebostonday social content throughout the day.

And we worked with the city to have various iconic Boston buildings lit in blue and yellow in honor of the day. The community response was overwhelmingly positive. The people of Boston rose to the occasion and made the day into an incredible display of our collective humanity.

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Our team used the Hill Holliday Hiperwall as the command center for the day, monitoring social and web activity and moderating content.

When the final results were tallied, it was clear that One Boston Day has been permanently etched into the hearts and minds of New Englanders and the global community

  • 77K #OneBostonDay Posts
  • 361MM Potential Impressions

"This is incredible to see. Thank you so much @hillholliday for your amazing work making #OneBostonDay a success."

Taylor Connolly

City of Boston

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