Cannes Lions

DONATE WITHOUT MERCY

LEO BURNETT IBERIA, Madrid / LEO BURNETT / 2014

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Overview

Entries

Credits

OVERVIEW

Execution

We created an interactive live content that was based on a strong insight and felt fresh and original. 5 live cameras showed everything that happened in the agency for a full week. Users could buy evil acts like shaving a hipster’s beard (Hipstercide), drawing whiskers on someone with a permanent marker (scarred) or making anyone eat a spoonful of 'cayenesabbi' (a delicious mixture of cayenne and wasabi).

Outcome

- Over 63.000 unique visits to the site in one week.

- An average visit length of 3 minutes.

- More than 700 donations.

- 4065 euros in just 20 hours.

- After this Christmas we became the preferred agency among advertising students in Spain, and an important discovery, people love to donate without mercy.

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