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.
Remember when advertising used to be about The Product? Me neither. This campaign benefits the manufacturer, researchers and the community. Grand Prix winner at Cannes this year in the category of creative data. Also, makes you feel good.
Campaign by DigitasLBi and Ketchum; write-up in AdWeek.