Lucy and Ruby

Lucy and Ruby’s Brainy Day

Branding · Digital · Social Media

In 2013, two little girls held a lemonade stand to raise money for brain cancer research as their father battled the disease. The stand raised $3,000 in just a few hours. The following year, after their father’s passing, they wanted to expand the effort to keep their dad’s memory alive and help other families affected by brain cancer.

Lucy and Ruby Play Video


Brain cancer, as a cause, doesn’t have the visibility that some other cancers do. o2 was charged with developing an overall concept, name and unique brand that would bring attention to the fundraiser.


While visibility was an important concern, equally important was the memory of Lucy and Ruby’s father — a fun, funny man who could only be memorialized by a fun event. Such an event, associated with a good cause, would be sure to draw attention and support throughout the community.


Lucy & Ruby’s Brainy Day 2014 was a day of fun activities, music, food trucks, brain games and a silent art auction. (And, of course, lemonade.) T-shirt sales and a website shared Lucy and Ruby’s story and brought in even more donations.


  • $56,000+ raised over three years
  • Corporate sponsors
  • Extensive media coverage
  • 154 shares & 12,688 unique views of one video on social media
  • More than 900 T-shirts sold in three years
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