Adcoucil + Dollar General LiterACY FOUNDATION

Executive Producer - Live action

The Ad Council approached us to refresh the Dollar General Literacy Foundation's "When You Graduate, They Graduate" campaign, focusing on the "ripple effect" of earning a diploma. The campaign highlighted how a high school degree transforms not only an individual’s life but also their family and community. The film centered on Ariel, an immigrant who earned his high school equivalency and now teaches others. To honor his impact, we created a surprise yearbook filled with messages from his community, leading to an emotional reveal that united them in a heartwarming moment.

The campaign resulted in an English and Spanish language media library of TVCs, radio spots, print ads, and social cutdowns, driving a 41% increase in website sessions, a 44% rise in total users, and a 31% jump in zip code searches for high school equivalency centers.

Credits:

Agency: Mofilm

Executive Producer: Tatiana Spiegel
Executive Creative Director: Lee Margolis
Producer: Sam Kauffman

Copywriter: Tiarra Smith

Director: Nat Prinzi & German Torres

Production Partner: Betterdays