St. Jude has long partnered with various retailers so shoppers can easily donate to one of the best causes on the planet. This campaign explored a new avenue to let shoppers donate even more to this worthy cause by partnering with cpg brands instead of retailers. Pairing the black and white images of actual St. Jude patients with vibrant billows of color, we were able to visually represent the resilient spirit of every patient in a unique way that created excitement for shoppers looking to do more with their purchasing power.