AdCouncil + Dollar General Literacy Foundation

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.