Nominee (and probable winner) in the Creative Out of Home Awards – March for Giants has already raised $200,000 in donations for big animals on a tiny budget. How they did this: sold images of branded elephants and marched them across digital screens worldwide. Individuals could donate small amounts and see their branded elephant on screen.
Powerful concept; worked its socks off, and engaging the individuals helped campaign visibility. 340,000 screen impacts (whatever that means) and 38 million Twitter impressions. Celebrity involvement, lots of buzz, everybody happy.