Cannes Lions

Gif

THE CYRANOS//McCANN, Barcelona / ARRELS FUNDACIÓ / 2016

Case Film
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Over 100 different gifs to raise awareness regarding the terrible loop in which homeless people live in and to ask for help.

The creative idea is based on the fact that living on the street is living in a continuous loop of despair. In that sense, ARRELS FOUNDATION invites you to collaborate in breaking that loop by sharing, making a donation or signing up as a volunteer.

When you share it, the loop is unblocked and the GIF has an ending which enables you to act and join the cause.

Execution

The GIFs were launched on the internet in February of 2016.

Over 100 GIFs swamped the net.

Outcome

In the first days of the campaign the GIFs were shared over 200,000 times on social networks such as FB, Twitter, Google Plus, Instagram, etc.

15,000€ were raised, which equated to over 200 nights in hostels and 400 meals.

The campaign was picked up by the main media outlets and generated PR for the action and brand.

And what we find most important, requests to become volunteers increased by 300% with regards to the previous month.

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