Campaign: Grounded Consumer
Team: Context-Based Research Group (Baltimore), Carton Donofrio Partners (Baltimore), Rose Communications (Hoboken, NJ)
Duration: October 2008 to May 2009
Budget: $40,000
Overview
When the economy collapsed, Context-Based Research Group, an ethnographic research firm, teamed up with sister integrated advertising agency, Carton Donofrio Partners, to create “Grounding the American Dream: A Cultural Study on the Future of Consumerism in a Changing Economy.”
The companies created the study in anticipation that their clients, which have included Bristol-Myers Squibb and Microsoft, ...