Cannes Lions
SHACKLETON AD, Madrid / SAVE THE CHILDREN / 2007
Overview
Entries
Credits
Execution
We placed an ad in the back cover of magazines.
But it was a different backcover. It showed pictures of several children and you are asked to choose which of them will be the next to:BE INFECTED WITH HIVSTEP ON A LAND MINEOR BECOME A SOLDIERHow? Just by turning an arrow.This postcard was also left in bars, cinemas, shops, etc… to reach non members
Outcome
• Spontaneous donations: more than 28,000 euros • Mix of regular donor vs. “once off” = 63%
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