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Christmas Spirit

 

Objective

 

The Four Hills neighborhood had become increasingly split over how to deal with growing crime. Reestablishing a sense of community was vital for neighbors operating with a sense of mutual respect.

 

Strategy

 

Reestablishing mutual respect was achieved by highlighting something the neighbors all shared: an appreciation of Christmas. Doing so would enable what neighbors have in common to supersede their differences, and within the larger context of Albuquerque. Guiding individuals and families into a position of common ground is crucial to further communication and problem-solving.

 

Creative

 

A film highlighting the Christmas decorations of the neighborhood was produced and distributed. The reaction was strong, with neighbors sharing the video multiple times. Along with other efforts, including communication associated with the neighborhood online community, the film contributed to reestablishing a sense of pride and common ground in the community.

CREATIVE DIRECTION | DESIGN | FILM