To create an immersive campaign which rewarded participants for their efforts, rather than guilting them into taking part.The Big Egg Hunt came to us with a brilliant idea: hiding over 200 eggs around London for 6 weeks to raise money.

What they needed from us was strategic creative direction, a mobile and digital platform for the hunt and an overall campaign identity.

We were inspired by the fact that the hunt was taking place across 12 iconic zones across London and wanted to create something tangible, which matched the lovely physicality of the eggs themselves. We created 12 illustrated maps, each 1 a designated hunt zone, offering clues to hunters about the locations of the eggs.These illustrations also formed the basis of the overall identity for the Fabergé Big Egg Hunt, reflecting the warm, playful tone of the campaign as a whole.

At the time of writing, the final fundraising figure is not known as the hunt is in its final week. However, based on current figures, the campaign is on target to raise £1m for the 2 charities involved. Statistics from the mobile sites show that users engaged deeply with the campaign, with the average texts sent per egg (and check-ins via Facebook) being 8 per user.