Taking advertising creativity beyond the line

Posts Tagged ‘not for profit’

Food Photos Save Lives

Unicef - food photos save lives on Instagram

Photographs of meals on social media profiles are a global first-world phenomenon. They’re also a tragic contrast to the millions of children suffering from severe malnutrition. But what if the food photo trend could be used to save lives? This social media campaign for Unicef New Zealand hijacked food photos as they were posted, pricking the consciences of the privileged to encourage them to buy Unicef Survival Food Aid Packs. In appreciation we enabled them to share a different type of food photo – one of their just-purchased Unicef Survival Food pack on a plate. I’m a big fan of this work from a couple of FCB’s great young creatives – Melina Fiolitakis and Kevin Walker – that together we wrangled into a truly award-worthy state.


Sometimes all we need is a little help.

When times are tough, it can be easier to turn a blind eye with the promise of “next time, I’ll do something to help – but right now I just need to look after myself”.

Sometimes, though, a little reminder that anyone can help is all we need to jog ourselves out of that comfort zone. So, we introduced the Auckland City Mission’s smallest ever fundraiser – starting with a wee movie…

…and then we sent him out onto the streets to become the embodiment of vulnerability and never-give-up-ness. I don’t want to write an epic about his epic journey; best you click through BestAds to see the case study. I reckon it’s worth it.
kenneth raising funds for auckland city mission
I will be forever disappointed that we couldn’t get the Arduino to work with the mobile shield to get people texting a donation to keep him moving to the Mission on that last day. That would’ve been awesome – but cutting-edge stuff on a negative budget is never easy. Next time!


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.