Charity & NGOs

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.

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.

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'.