Created as a breast cancer awareness project, this large-scale campaign brought together major public figures and translated a high-visibility social message into a shareable digital experience. Rather than relying on communication alone, the project used a Snapchat filter to turn awareness into participation and make the campaign more immediate, personal and widely distributed.
Lime or Lemon developed the Snapchat filter experience behind the project, helping shape a digital layer that supported both public reach and active engagement. Our role focused on creating an experience that people could easily use, share and connect with, while staying aligned with the emotional sensitivity and public importance of the subject.
With strong visibility, celebrity participation and multi-million usage, the project evolved into more than a campaign asset. Featuring prominent public figures, including Sterling K. Brown, it became a widely experienced awareness tool that helped amplify the message at scale and demonstrated our ability to build digital campaign mechanics for high-impact communication initiatives.