Since then the story has been featured in Outside Online, Cavender's 'Beyond the Clothes' campaign, Workbook, and Border States Electric, which donated materials and services. A year later, donations continue to roll in. Rode's family moved in over Thanksgiving, and he and his wife Taj are beginning home dialysis training.
By showing the West Texas ranching culture its own reflection in heroic terms, we touched a nerve. We affirmed their values of hard work, independence, and caring for their own. The big-hearted people of Texas responded, overwhelmingly, in the best barn-raising tradition.
Scott Van Osdol, Producer, Copywriter, Photographer
The campaign won a 2017 Silver Austin ADDY from a jury composed of senior creatives at renowned ad agencies TBWA\Chiat\Day, Anomaly, TDA Boulder, Carmichael Lynch, and Beats By Dre. The photography helped win a 2018 Gold ADDY for the #BeyondTheClothes campaign as we shared Rode's story with Cavender's 633,000 Facebook followers. Thanks to Tilted Chair Creative for including us in the campaign.