Rockin' the Vest
Lions Clubs International (LCI) is the world's largest service organization. The Lions logo and yellow vest may be two of the most recognized brand symbols in the world, but many of the younger generation are not aware of what the 1.35 million members in more than 46,000 clubs throughout the world contribute to communities. The focus of the campaign is a viral rap video. The new music video features Lions members, young and old, singing and dancing to custom-written rap lyrics, while doing community service projects such as feeding the hungry, providing eyeglasses and planting trees. The participants are real members and good sports who don’t take themselves too seriously, and that comes through in the video.