We launched a petition on Change.org. By the campaign's end, it had gained thousands of signatures and many hilarious comments.
The campaign's announcement email was sent to 3.8 million inboxes. The results far exceeded expectations. With a 37% open rate, it shattered company records and tripled the average open rate that year.
To support the campaign push—and tie it back to the business—we built a landing page that sold survival essentials for sleep-deprived parents.
The whole company rallied around the cause, even joining in a mock protest. Ultimately, the campaign achieved notable social momentum and stirred up actual discussion about DST.
"This was the best marketing email I've gotten all year!"
Creative Director: Julie Steinhagen; Copywriter: Dave Campanaro; Sr. Designer: Alex Felsenstein