Turns out, people love a guy with giant hands.

A lot of children’s hospitals rely on pity to inspire donations. Thanks to our recent brand launch, Children’s Minnesota had already decided to do it differently.

Pity divides the sick from the well. Children’s Minnesota would bring people together. And few things transcend language, culture, and Vikings/Packers rivalries like a high five.

We wanted attention. So we featured our man Joe out in the Twin Cities, connecting with strangers, having some fun, and raising awareness for Give a $5. We also wrangled some opportunities to get him seen on television and at local events.

And then we basically walked around town and did a bunch of stuff to crack ourselves up.