Charity, NGOs & Public Services

DCSF and the National Year of Reading wanted to make 11-14 year old boys more enthusiastic about reading. Solution: Show that reading isn't just about school, but the key to social currency and being 'in the know'. It was also important that the content could compete with the sort of things boys watch on Youtube. 'Get the knowledge you need. Read'. Every two weeks, the National Year of Reading set Garron (the presenter) a dare. The first was to become a hip-hop video director and convince members of the public they were performing in a real hip-hop music video. In the second dare, Garron attempted to sell a box of rubbish as priceless football memorabilia. And for the final dare, Garron got a class to take part in the latest fitness craze 'Animalcise'. The boys were encouraged to read content and add information to his Youtube page to help him complete the dares. This proved a good way to get boys to read and contribute, in a fun rather than educational way.

The aim of this campaign was to change the perception of modern foreign languages in the minds of 11-14 year olds. The solution? Create video clips that reflect peer-to-peer generated content, and place them where these young people would be seeking it. This content was unbranded and therefore replicated exactly what they wanted, where they wanted it. The twist? When the content was viewed, it was all in a modern foreign language. The insight being that by showcasing languages in a setting that had credibility with the audience, it’s possible to subtly alter the perception of foreign languages to the viewer.

Eletrobrás provides all Brazil’s electricity. This campaign aims to demonstrate the role Eletrobrás is playing in the development of Brazil as a nation. The results: one of the client’s highest interaction rates ever and increased awareness of Eletrobrás activities in Brazil.

Eletrobrás provides all Brazil’s electricity. This campaign aims to demonstrate the role Eletrobrás is playing in the development of Brazil as a nation. The results: one of the client’s highest interaction rates ever and increased awareness of Eletrobrás activities in Brazil.

Eletrobrás provides all Brazil’s electricity. This campaign aims to demonstrate the role Eletrobrás is playing in the development of Brazil as a nation. The results: one of the client’s highest interaction rates ever and increased awareness of Eletrobrás activities in Brazil.

This campaign to promote Eniro's search engine and online Yellow Pages service successfully aroused users' curiosity to generate outstanding CTR and a happy client.

This ad for an Argentinean university challenged users to try their luck to win Nintendo products. It generated over 4,000 clicks in the first week.

Each year, the Israeli cancer association conducts a donation drive called "knock on the door". In our digital age, the "door" is actually your homepage so in 2008 whenever the target audience opened their home page, they were met with a cursor "knocking on their home page". Once they clicked, they were exposed to our donation request before being carried through to their next page. This idea generated over 1,000,000 impressions, 23,000 clicks, and thousands of dollars in donations.

These eye-catching ads aimed at young Messenger users in the UK show examples of situations that might be making them unhappy. They are encouraged to contact the Childline helpline to share any problems they may be experiencing. Powered by Eyeblaster.

The power to make a difference is celebrated in Oxfam’s uplifting ‘Be Humankind’ campaign. Rolling over an animated rectangle ad subdues a slimy monster representing injustice and a horde of evil-looking poverty-branded insects; clicking through to the Oxfam site allows users to make a difference in reality. Powered by Atlas Rich Media.

This campaign to promote the experience of child sponsorship with Plan UK focused on the unique bond that a sponsor forms with a child. Through letters, photographs and updates, sponsors get a real sense of the child's character and how they’re helping to improve their lives. The banners make good use of the expandable format, revealing a letter highlighting key issues and encouraging user interaction. The warm, childlike look and feel is carried through to the landing page where a visually bold call to action initiates the donation process.

The aim of this ad was to convince young men working in mundane IT jobs that they could have a more exciting life if they applied their skills in the Royal Air Force as an ICT Specialist. The tone and execution has enormous stand-out from other recruitment advertising which tends to focus on simple benefits such as salary and packages.

Transport for London wanted to reduce the number of driving offences among 17-25 year old males. Combining an HD shoot and CGI mapping techniques, a series of high-octane ads were created that feature illegal driving behaviours being perpetrated by cars that initially appear to be real. However, each ad has a twist in the tail with a wholly unexpected climax being reinforced by the unifying end line 'Lose your licence and you’re just a kid again'.

YPF is the sponsor of Argentina's national football team. To raise awareness of the sponsorship and build excitement around Argentina's upcoming soccer matches, this fun campaign engages football-mad users in a number of ways. They can sign up to receive alerts on their mobile to tell them that the match is about to start, they can download Argentina team emoticons, images and wallpaper, and they can click to find out about the players who have been selected for each match. They can also hear the incredible sound of the crowd when a goal is scored and add their own voice to the noise by recording their cry.