A pair of creatives, Jon Gruber and Sterling Stovall, are trying to subvert Donald Trump's famous phrase, "Build the Wall," by using it to help connect Mexican-American workers to real construction jobs.
The campaign leverages the line, which refers to the massive divider the POTUS has proposed to separate the U.S. and Mexico, in a new slogan designed to help Mexican-American workers find work -- whether it be erecting walls, homes or office buildings. At the campaign website, letusbuildthewall.com, Mexican-American workers can add themselves to an employment database, and potential employers can connect with them there. But there's one job that the workers won't be available for: "They're willing to help you build any wall you'd like, just not that one," the site reads.
Gruber and Stovall, both recent grads of Miami Ad School, came up with the idea after they noticed that FAIR, the Federation for American Immigration Reform, had paid to promote the hashtag #BuildtheWall. "Honestly, we were appalled that someone was not only promoting the 'Build the Wall' initiative through Twitter, but actually paying money to promote the hashtag, so our first thought was 'Let's use their money against them. Let's come up with our own project that uses the same words, but to actually help Mexican-Americans,'" said Gruber in a statement.
The campaign debuted on July 4 and has been promoted through social media (@letusbuildwall on Twitter) and in out-of-home posters in New York and San Francisco.
Miami Ad School teachers Joao Unzer, a creative at BBDO, and Rodrigo "Rogo" de Castro, who works at DDB, helped mentor the duo on the project, as did R/GA Senior Art Director Zack Roif.