Staples asked Madison + Vine, “What kind of PSA would Lady Gaga make?” Our task was to create an inspiring documentary that educates Staples’ audience on the value of creating a positive classroom environment and ultimately motivates them to support nonprofit organizations Staples for Students, DonorsChoose and the Born This Way Foundation.
In this spot, Lady Gaga surprises a classroom of students by coming in as their substitute teacher for the day and giving them a simple assignment: draw something that represents your dreams. Working directly with Lady Gaga and her team, we adapted the creative into a short and long-form piece of content for broadcast, digital and social distribution.
The 30-second PSA earned over 4.7 million views on Facebook, in addition to 365k views on YouTube for the extended version. The spot resulted in an 80% media boost for Staples from previous years and received positive coverage in Adweek, Creativity Online, Rolling Stone and Media Post.
See stills and press from the shoot below and watch the video above: