DLKW Lowe, London 
- 60 Sloane Avenue
- London SW3 3XB
- United Kingdom
- Phone: 020 7584 5033
- Country Phone Code: 44
- Website: www.dlkwlowe.com
- Email: [email protected]
The MicroLoan Foundation - “Pennies for Life”
The Microloan Foundation| Title | Pennies for Life |
| Agency | DLKW Lowe |
| Advertiser | The Microloan Foundation |
| Brand | The MicroLoan Foundation |
| Product Category | Charities, Foundations, Volunteers |
| Campaign Name | Pennies for Life |
| Country of Production | United Kingdom |
| Language | English |
| Date of First Broadcast/Publication | February 25, 2012 |
| Media Type | Outdoor / Out of Home |
| Awards | Cristal Festival, 2012 (Emerald) for NGO / Great Cause / Charity / Public Interest Cristal Festival, 2012 (Emerald) for NGO / Great Cause / Charity / Public Interest Cristal Festival, 2012 (Emerald) for Charity/General Interest Cristal Festival, 2012 (Emerald) for Charity/General Interest Eurobest, 2012 (Bronze) for Charities, Public Health & Safety, Public Awareness Messages Eurobest, 2012 (Bronze) for Best Use of Other Digital Platforms Eurobest, 2012 (Bronze) for Messaging Campaigns, Incl. SMS, MMS and Mobile Email Eurobest, 2012 (Bronze) for Integrated Mobile Campaigns Epica, 2012 (Silver) for Media Innovation - Traditional Media Epica, 2012 (Epica d'Or) for Outdoor Epica, 2012 (Gold) for Mobile Communications London International Awards - LIA, 2012 (Bronze) for Mobile Interactive London International Awards - LIA, 2012 (Bronze) for Design: Digital Installations London International Awards - LIA, 2012 (Bronze) for Non-Traditional: Public Service/Social Welfare Kinsale Shark Advertising Festival, 2012 (Gold) for Best Interactive Kinsale Shark Advertising Festival, 2012 (Gold) for Digital Outdoor Kinsale Shark Advertising Festival, 2012 (Bronze) for Physical Digital (Installations) Kinsale Shark Advertising Festival, 2012 (Gold) for Live event Kinsale Shark Advertising Festival, 2012 (Gold) for Best campaign using 3 or more different types of media Cannes Lions International Festival of Creativity, 2012 (Gold Lion) for Messaging Campaigns, Including Sms, Mms And Mobile Email |
| Creative Team | Richard J Warren |
| Creative Team | Paul Hancock |
| Project Manager | Gidon Z. Cohen |
| Editor | Tom Cardo-Moreno |
| Director | The tubby brothers |
| Production Company | Rogue Films |
| Post Production | Absolute Post |
Story
The campaign asks the public to donate via SMS to activate the creative on screen and receive a personalised on-screen thank you message.
The screens will show an incomplete image of a smiling African woman constructed entirely from pennies. Users will be invited to participate with message: "Your small change can make a big difference in Africa. See How. Text CHANGE and your NAME to 70777" Users will then donate a fixed amount by text and each donation causes a new batch of coins to fall into place on the poster image until eventually the picture of the smiling woman is complete.
Completed images appear on penniesforlife.org.uk where donors can look up their contribution and see their coins tagged within the image. Donors can then share their contribution with friends via Twitter, Facebook or email.