WALK THE LAST BIT
Role: Chief Creative Officer
Muscular Dystrophy UK needed to increase donations following the cancellation of the London Marathon. We were asked to create a poster that would last a week on the world famous Piccadilly Lights. Instead, on a budget of £0, we created a fully integrated campaign that lasted for months. Encouraging Londoners to stay away from packed tubes during Covid-19 and walk the last bit with Carmela. Donating their £3 tube fare.
Carmela generated over £1m in earned media and gained national media coverage on ITV. As well as helping Carmela to raise £55,000
Piccadilly Lights Takeover
We collaborated with internationally acclaimed artists Eboy to create an 8-bit icon of Carmela, an inspirational young girl with Muscular Dystrophy.
By using a text code, people could donate their fare. When then did, a character was added to a live 8-bit version of London on the Piccadilly Lights screen.
Posters encouraged commuters to walk the last bit and donate their fare.
We created a suite of content from unboxing videos to documentaries. And targeted celebrities, who got behind Carmela.
We also lit up Oxford Street with a Digital Takeover