TLOU x BBBS
The Best of Us
Join us as we bring the world of The Last of Us (TLOU) together with the sincere goal of Big Brothers Big Sisters of America (BBBS) as we set out on a path of support and connection. It's a fresh approach to closing the gap between mentorship-seeking youth and those looking to leave a lasting impression on a young person's life.
Art Direction - Josh Leberte, Jordie Inoa
Big Brothers Big Sisters (BBBS) is a renowned nonprofit organization that facilitates mentorship programs pairing adult volunteers ("Bigs") with children and adolescents ("Littles") to provide positive role models and foster personal development. Through one-to-one relationships, BBBS aims to empower young people and contribute to their social, emotional, and academic growth.
Our Mission
To urge adult volunteers who could act as "Bigs" or mentors to help the youth grow by providing them with love and guidance.
Attracting Volunteers Through Collaboration.
Joel and Ellie, a mentor-like relationship that grew out of tragedy and survival, are the subject of the gripping television series and video game The Last of Us. A worldwide pandemic wipes off civilization. The 14-year-old Ellie could be the last hope for humanity.
The Correlation
By highlighting the similarities between our organization and the mentor-like relationship portrayed in The Last of Us, we can immediately appeal to fans' emotions and emphasize the value of mentoring in promoting resilience, personal development, and connection.
Stage 1 - The Infection
To launch this campaign, BBBS and TLOU will be sending out groups of "infected" zombie like teenagers to roam NYC. In this campaigns context, BBBS is fighting the infection which represents un-mentored children, and the effects that it can have on them.
Social Buzz
Stages of Infection
Amidst the presence of the Infected roaming around NYC, Stages of Infected posters will begin appearing, offering context to these sightings.
Stage 2 - Building Hype
To build excitement and intrigue, Billboards and News articles will start to pop up covering the mysterious sightings of Infected in NYC.
Jarring Statistics
Graffiti conveys vital messages on the perils of child upbringing without mentors, intertwined with The Last of Us references. Each statistical graffiti piece is accompanied by a relevant character statue, amplifying data-driven messages and seamlessly aligning with the campaign's overarching theme.
A QR code leads you to a survey which assigns you an archetype based on your answers, leading to registration for the NYC Comic-Con BBBS x TLOU mentor survival camp. Archetype-matched mentors and mentees tackle The Last of Us-themed activities.
Stage 3 - BBBS Survival Camp
At the survival camp, mentors and mentees will tackle skill-testing challenges together. Afterwards, matches will be made based on their strengths and needs.
Event Activities
Communication and Collaboration
Task: Pairs navigate a blindfolded maze, mimicking a dangerous journey through infected territory. One guides, the other follows.
Objective: Enhance communication, teamwork, and trust, like partnerships in "The Last of Us."
Problem Solving and Decision Making
Task: Building a "survival kit." Pairs prioritize survival items in a post-apocalyptic scenario, like Joel and Ellie. With limited resources, they decide together.
Objective: Develop problem-solving, critical thinking, and decision-making under pressure.
Health and Wellness
Task: Participants engage in instructor-led exercises and relaxation techniques for mental and physical well-being.
Objective: Stress the significance of physical and mental well-being, echoing themes of resilience and survival in The Last of Us.
BBBS Survival Guide
Mentor "Survival Guide" for New 'Bigs' to flourish in their role for the benefit of their 'Littles'. Available as a gift for those who attended the BBBS Survival Camp.
