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This campaign launched in the midst of the 2020 election and we wanted to capitalize and build on the heightened political interest. We teased the idea of past presidents having a secret weapon, then revealed it was their wives. Throughout the campaign we reinforced that these First Ladies really were second to none.

Second to None

Our approach was to put these women front and center, without their husbands. This art won a Promax Gold for Key Art Print Ad and Silver for Key Art Copywriting.

This series became CNN’s Best Original Series premiere since 2016, the most-watched in cable news among total viewers, and #1 in Key Demo Adults 25-54.