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Matter Communications


  US - Newburyport ,  MA

Headquartered north of Boston in Newburyport, Massachusetts, Matter Communications executes creative, results-driven public relations and social media programs on behalf of consumer and high-technology clients. We have in-house graphic design and video capabilities for projects big and small.

  About Project

Thanksgiving is a day typically spent with close friends and family, but there are many who make sacrifices by working the holiday. Fire fighters. Hospital workers. Police officers. These are just a few of the careers that require dedicated 24-7 attention that people may take for granted.

This past November, La Brea Bakery, the nation's top artisan bread brand, gave people the chance to say “Thank You” to their loved ones who had to work on the holiday by surprising them with a Thanksgiving meal at their place of business. The contest launched on the La Brea Bakery Facebook page in early November and through 100-word submissions, people nominated someone they love who had to work. After two rounds of national consumer voting, four heroes from cities across the country were selected to receive the La Brea Bakery “Thanksgiving Heroes” prize.

Thanksgiving is a priority holiday, but also one that allows for an emotional connection with customers. The video element direction was to capture anticipation, excitement and warmth. To ensure the surprise element, all activations only had 48-hours’ notice to plan and execute the logistics on the holiday. As groups of colleagues and the heroes’ own family and friends entered the room, the crowd yelled, “surprise!” and tears or overwhelming smiles of joy came to the heroes’ faces.

24 hours later all footage was captured and editing commenced. Videos were distributed within the workweek to maximize on the holiday time-frame.