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Littlest Bailout

Award: Graphite Pencil

Graphite Pencil / Integrated / Large Business / 2021

Award: Wood Pencil

Wood Pencil / Direct / Integrated

Country Time is a lemonade brand synonymous with lemonade stands. But a socially distanced summer spelled trouble for the brand and its customers. How do kids sell lemonade during a pandemic? Although the US government offered the biggest economic bailout in its history, the money – meant for small businesses – was grabbed by big ones instead. In response, Country Time launched the Littlest Bailout, an economic stimulus plan for the smallest of small businesses: kids who couldn’t run lemonade stands.

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