'UNIITE For Good'

US subsidiary D&G to oversee large-scale public service campaign

Selected over local agencies, recognized for competitiveness

Innocean's US creative subsidiary David&Goliath (D&G) is running a large-scale memorial and public service campaign with the US nonprofit 9/11 Day to mark the 25th anniversary of the Sept. 11 attacks. (Innocean)
Innocean's US creative subsidiary David&Goliath (D&G) is running a large-scale memorial and public service campaign with the US nonprofit 9/11 Day to mark the 25th anniversary of the Sept. 11 attacks. (Innocean)

Innocean's US creative subsidiary David&Goliath (D&G) is running a large-scale memorial and public service campaign called "UNIITE For Good" with the US nonprofit 9/11 Day to mark the 25th anniversary of the Sept. 11 terrorist attacks.

D&G was selected as the final partner for the 9/11 memorial campaign, beating out major New York agencies, Innocean said Thursday.

The "UNIITE For Good" campaign has set a goal of gathering 1 million pledges of good deeds. US citizens can join by pledging and carrying out various acts on the official platform, including providing meals to vulnerable groups and volunteering for youth education programs.

The campaign video features comedian Pete Davidson, son of firefighter Scott Davidson, who died in the line of duty at the site of the Sept. 11 attacks. The video, released through ABC's morning program "Good Morning America," has drawn attention.

D&G's New York office handled the strategy and creative development and production for the project, while Innocean's American unit was in charge of media strategy and execution.

Innocean is rapidly expanding its business in the US, now operating three companies there — its American unit, D&G and media-focused subsidiary Canvas Worldwide.

D&G, which is leading this campaign, previously created the advertisement for Kia's large electric SUV, the EV9, that aired during Super Bowl 2024, the NFL championship game. The ad ranked first among automotive brands and third among all brands in a local preference survey.

"It is deeply meaningful for us to join as a creative partner in this campaign, which turns grief into hope and good deeds to build social solidarity," an Innocean official said. "We will continue to expand our business footprint in the US market based on differentiated creative work and network competitiveness."


joze@heraldcorp.com