CREATIVE CONCEPT | ART DIRECTION | GRAPHIC DESIGN | TYPOGRAPHY | CAMPAIGN DESIGN | BRAND GUIDELINES
Oxfam needed a rallying cry to encourage younger people to sign up and pledge their support to fighting poverty. 'I'm in' was that rallying cry. Simple, powerful and youthful. The campaign was truly integrated, using TV, National Press, DM, Online, Viral, Tubecards, PR Stunts, and Ambient media.
In all, over 800,000 people said 'I'm in' and pledged their support to fighting poverty by donating or campaigning.
The campaign extended to live events and digital. Here Annie Lennox who also did the voice over for our TV ads launched an event in Edinburgh where members of the public could text their support to Oxfam and seee their names projected.
An on-line game based on TV game shows allowed players to participate, with one catch. They could never win. Demonstrating how world trade rules penalised poorer countries thereby re-inforcing poverty.
