Stage a major black-tie event and call on Australia’s most fortunate to help Australia’s least fortunate. With stiff competition from other charity events, it had to be truly special, genuinely different. We created 'The Best of the Best' - an A-list function promising Australia’s best chefs, best wine, Sydney’s best venue and the world’s best entertainers. We then positioned the night as 'Your Chance to do Something Magical' and gave it a carnival magic theme. Everything reflected this theme, including the invitation, which - like a magician’s trick - turned from a pocket handkerchief into a string of coloured handkerchiefs.

The event was sold out, raising $625,000 - 125% of the $500,000 target.The Director of 'Best of the Best' said: “The invitations elicited fantastic response. An incredible outcome. The men attending actually wore the entrée kerchief in their suit pockets and the women carried it with their handbags. We have taken many calls asking for more of our keepsake books to hand out. We couldn’t have done that without the tangible effectiveness of our written materials from Publicis Mojo.”Once presented with the creative concept suppliers donated over $20,000 worth of services, enabling all funds to go to the homeless.