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Cox Communications and FCB Connect Immunocompromised Families with "The Hug Project"

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Jun 11, 2021
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Latest campaign marks milestone in a nearly decade-long partnership that spans advertising, performance marketing, UX and digital design

CHICAGO, June 11, 2021 (GLOBE NEWSWIRE) -- As the world reemerges, people can begin to connect again, but for those who are immunocompromised, social distancing and separation extend past the pandemic. As a technology company — and a human company — Cox Communications aims to be a part of the solution to safely help families that are unable to reunite in person.

In an effort to help close the distance between people and their loved ones, Cox and FCB, in partnership with interactive fashion brand CuteCircuit, connect immunocompromised families with “The Hug Project.” The campaign showcases a first-of-its-kind innovation that allows loved ones to embrace virtually across the nation — the HugShirt.

Click here to watch how Cox and FCB utilized the HugShirts to reunite three families — the Browns, the Hellons and the Trotts — who are unable to reunite in person even as the vaccine rollout continues, and documented their stories.

Designed to help safely close the distance between people and their loved ones, the HugShirt uses Wi-Fi, plus strategically placed haptic actuators and sensors, in combination with a designated app, to provide a whole new way for people to connect and embrace while remaining physically distant. Through the app, users can connect their own HugShirt to a loved one’s and share a unique embrace, giving any user the feeling they need to feel physical touch and personal connection.

“Over the past year, we all learned what it’s like to be without human interaction,” said FCB Chicago Chief Creative Officer Andrés Ordóñez. “We admire Cox for practicing what they believe and using technology to bring individuals closer together, even when it can’t be in person. While technology can often be seen as cold, it was very powerful to see a brand tap technology in a heartwarming way that drives real human connections.”

“The Hug Project” is the latest series of work between Cox and FCB aimed toward delivering human connection where it’s needed most. “We are proud to work closely with FCB as they continue to help us highlight moments of real human connection enabled by technology,” said Cox Communications SVP, Brand, Gaston Vaneri. “As our largest agency partner, working across many of our products and divisions, we look forward to telling more powerful stories like this in the future.”

In 2012, FCB became Cox’s acquisition agency of record, responsible for demand-driving work from mass to targeted channels. Over the decade since, the agency’s partnership has deepened to include a wide range of work, from brand and product advertising to performance-driving 1:1 to UX and digital design.

This recent project fuels FCB’s overall momentum as the agency continues to execute and invest in data- and technology-fueled creativity. Last month, FCB appointed Tina Allan as its Global Partner and first-ever Head of Data Science and Connections. The agency’s work also recently picked up top honors at the ANDYs, where FCB was named most awarded network for the second consecutive year, and the Clios, winning the Grand Clio for Creative Use of Data.

About Cox Communications
Cox Communications is committed to creating meaningful moments of human connection through broadband applications and services. The largest private telecom company in America, we proudly serve six million homes and businesses across 18 states. We're dedicated to empowering others to build a better future and celebrate diverse products, people, suppliers, communities and the characteristics that makes each one unique. Cox Communications is the largest division of Cox Enterprises, a family-owned business founded in 1898 by Governor James M. Cox.

About FCB
FCB (Foote, Cone & Belding) is a global, award-winning and integrated marketing communications company with a heritage of creativity and success dating from 1873. Named Adweek’s 2020 Global Agency of the Year, Cannes Lions’ 2019 North American Creative Agency of the Year and a 2019 Ad Age A-List global top 10, FCB focuses on creating Never Finished campaign ideas that have the power to transform brands, businesses and communities. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (: IPG). Visit or follow @FCBglobal on Instagram and Twitter and FCB Global on Facebook and LinkedIn.

Media Contact
Shelly Yusko
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