Cannes Lions

AN INDEPENDENT ORGANIZATION CREATING LASTING CHANGE IN LIVES OF CHILDREN IN NEED

LOWE BRINDFORS, Stockholm / SAVE THE CHILDREN / 2011

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Overview

Entries

Credits

Overview

Execution

To bypass legislation we opened up Save The Children’s Christmas gift shop where companies can buy typical Christmas gifts at insanely high prices. The second year we raised the prices to even more absurd levels and gave companies an offer to buy gifts at “even more amazing prices”.Media: 1. Interactive – the gift shop.

2. Newspaper ads designed as typical discount advertising, but with remarkable high prices.3. Banner advertising in the form of typical discount ads but with remarkable high prices.

4. Direct email to Swedish companies offering them to buy their gifts in Save The Children’s Christmas shop. The mail was designed as typical discount advertising, but with remarkable high prices.

5. Share functionality via Facebook and Twitter so people could spread the word about the shop and show the gifts they bought.6. User generated mail that you could send from the shop to your colleagues, business associates and friends.

Outcome

The shop offers a new and fun way to donate and at the same time protesting by urging the government to rethink this legislation. It also gave Save The Children a clear advantage to competitors since we offered companies to donate without having to pay tax.

The campaign was a PR success and generated a lot of debate, TV news coverage and numerous articles. The number of company donors increased by 150% after the campaign and this year for the first time ever Save The Children became the number one money raising charity in Sweden.

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