Baltimore City is a place brimming with innovation, drive, and a strong sense of responsibility to the community. And like anyone else that comes from Baltimore, ADT has a lot of love for the city it was founded in.
ADT wanted to tell this story by elevating their partnerships with the Baltimore community through a series of story-driven videos. Specifically, they wanted to showcase their support of organizations like Requity Foundation, as well as highlight many of their 150th Anniversary celebrations throughout the city, which would be attended by many VIPs.
In collaboration with the ADT team, their non-profit partners, and the Baltimore City government, we developed a series of content to be utilized at various stages of the 150th celebration events. Our goal was to ensure that the celebration was as much about the history of ADT and the impact the City of Baltimore had on its growth over the past 150 years as it was about ADT’s dedication to the the future of the City as a way of honoring its roots and giving back.
This resulted in the production of a series of videos to showcase the rich past of the company and the future it envisions for Baltimore. This content was showcased leading up to and along with a series of events connected to both the legacy of ADT and the City of Baltimore.
Two videos were produced. The first was a heartwarming and informative piece about ADT’s partnership with Requity Foundation, an initiative designed to provide training and opportunities to Baltimore high school students in the trades. The program helps these students revitalize derelict homes in the city. This video was presented during ADT’s 150th celebration events, showcasing their dedication to giving back to the city that gave them their start.
The second video was centered on the celebration events themselves, focusing on the community outreach and dedication events that had man VIPs in attendence, including the mayor of Baltimore.
Together, these videos served as powerful narratives for ADT’s 150th celebration, gaining thousands impressions on their social channels since their release. This resulted in not only increased engagement between ADT and several community-based organizations within the Baltimore, but also fostered greater morale for the community as a whole.