For the first time, we’re seeing students graduating without ceremonies. This world of delayed or virtual graduations is the new reality, but as students deal with their uncertainties about the future and lost events, their families are committed to make the moments meaningful with balloons, yard signs and even drive-by celebrations. Walgreens wanted to help families navigate these crucial rites of passage and reimagine them to make them as special as possible.
We commissioned musical artist Bebe Rexha to create an upbeat dance track by reimagining “Pomp & Circumstance” (the famous graduation song), and then showcased it in a TV commercial designed to celebrate graduation with the Class of 2020.
From brief to air, this spot was produced in one week and launched on ABC’s “Graduate Together” TV special on May 16. The campaign included TV, digital, a TikTok Grad Jump Challenge led by Bebe Rexha and participation from Elvis Durante of iHeart Radio.
The work was led by a WPP team including Berlin Cameron and VMLY&R.