GLASTONBURY, Conn — The production team from CashmanKatz was back at work in Riverfront Park. For the eighth year in a row, its kindness campaign known as “Don’t be Abominable” was being filmed near a park bench in a vast swath near the boat launch.
Every year, a CashmanKatz staff member dons a Yeti costume and helps spread the message.
“The campaign is really a good reminder once a year for people to be kind and what it’s like to be human,” said Amanda Mueller, a senior vice president and partner at the 30-year-old ad agency.
Eric Cavoli, a senior vice president at CashmanKatz has been a creative force behind the “Don’t be Abominable” campaign since it was launched in 2016.
“It occurred to us that that we really needed to talk about kindness, it’s a very simple concept,” Cavoli said.
This year, the team at CashmanKatz is putting an added focus on combatting loneliness and, in one scene, the Yeti keeps a grandmother company on a park bench during a winter day.
“Kindness doesn’t have to be a grand gesture," Mueller said, "it can be something simple, just being there for people, just showing up for people.”
“Humans are born kind – it’s in our DNA.” Cavoli said, and then added, “We take this opportunity around the holidays when you are together with friends and with family to remind people that it's all about kindness and it’s in all of us.”
The 2023 version of the “Don’t be Abominable” Campaign will be released around Dec. 20. To view Don’t Be Abominable videos from previous years, click here.
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