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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.

We created an entirely new look and feel, giving the brand a more contemporary style that even extend to the 'tab' style of the logo.


We created two spots for TV

The campaign extended to digital using banners and an interacive game at which the player always lost.

 Click to play


The look and feel was adapted to work in campaigning ads.