Taking advertising beyond the line

Breaking the ice

Winter weather makes poverty even harder. During winter, people in poverty find it harder to access even the basics. Our client — Auckland City Mission — appeals for money each year to help. But this year wasn’t exactly the best economic climate to ask for donations. We needed a way to break through, dramatise the issue, and get people involved — and get them donating. So we froze $40,000 in a two-tonne block of ice, surrounded it with txt-operated robots, and asked New Zealanders to set the robots to work via txt instructions that acted as donations.

Ice Mission robots in action freeing $40,000

The Ice Mission robots in action, freeing $40,000

Watch the Ice Mission – full back story

The coverage we got through a live stream of our txt-able robots was immensely valuable for City Mission across winter, and immensely valuable for our team as we learned how hard we could push every envelope and pull every string to make it happen.

Thanks to Guy Denniston for the implausible idea, the entire Mojo team (including myself) for believing in it and pushing it through, and the incredible production team — including Rochelle Ivanson as Seemingly Unflappable Digital Producer Extraordinaire and Rob Isaac as Smart Guy Who Didn’t Once Lose His Temper. I’m delighted to have been involved with them all in this project; for social reasons as well as the fact that it was pretty frickin’ cool.

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