Everyone has a passion which makes you wake up and think: "That's why I'm here". However, we can not always enjoy the most of it.

Lisa Nigro not truly enjoys what she does, but thanks to the brand True North, she made Helen Hunt convert her story into a 60 seconds spot that was broadcasted during the Oscars night.

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Lisa's Inspiration Café is the great winner of the True North competition. The brand was looking for a big passion that moves a life of one chosen American citizen. The brand wanted something that leaves a legacy, empowers the others, or simply makes the world a better place to live.

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Lisa gave up her job as a police officer and she devoted her life to helping the homeless people. Lisa began by distributing sandwiches and coffee directly on the street and through years she managed to create a chain of restaurants, housing and job-orientation services for homeless.

This is how Lisa defines herself the Inspiration Café: "When you are walking into Inspiration Café, you are walking into my heart. The magic of this place is to know that you are missed if you don't come, is that someone is waiting for you".

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The same passion moves True North to make its products, to make an "amazing snack". That is why the brand decided to share everybody's passions along with Helen Hunt's passion.

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Women have played the main role in every stage of this marketing strategy. Women are the marketing directors, film director, the main character of the story, and StrawberryFrog's team.

Since the concept until the embodiment of the idea, women where the ones who pushed this campaign forward and they have left their mark.

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The love for something pushes each one to fight for it, to make anything to get it, to leave our own life in order to start the life we dream. A passion. A passion that changes us and makes us change the world around.

The desire for changing a simple nut into something more than just a nut is what makes True North grow. Then, the brand marketing managers looked for someone with such a big passion as their one, and they found: a woman who managed to turn a dining centre for homeless into a real restaurant for homeless.

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You need lots of empathy and solidarity to understand the homeless people's loneliness and be able to help them.

Lisa Nigro's dedication to her passion is what has linked the True North and a social cause together. The brand's managers have turned this passion into True North corporate philosophy and values, and it's a very first time when these values have been shown in a spot of this kind.

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Resources: AdFreak, StrawberryFrog.

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