CHALLENGE: Raise donations for American Red Cross's Fire Prevention and Recovery program by launching the ARC's first ever fundraising social campaign. (With zero budget and 48 hours to launch.)

IDEA: Using #GiveWhatFireTakes, position donations as more than a monetary number by showing donors exactly what exactly their money would contribute—specifically, items commonly lost in a fire. ($5 is a toothbrush. $10 is a blanket. $20 is a new pair of shoes, etc.)

CD: Steve Giraldi / Henry Mathieu
SR. AD: Miriam Langsam / Mariam Guessous
JR. AD: Kelsey Stalnaker
JR. CW: Scott Muska