DLKW Lowe, London Follow Update

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  • London SW3 3XB
  • United Kingdom
  • Phone: (+44) 020 7584 5120

The MicroLoan Foundation - "Pennies for Life" - DLKW Lowe

  • Pennies for Life
  • The MicroLoan Foundation
  • The Microloan Foundation
  • DLKW Lowe
  • United Kingdom
  • Pennies for Life
Product CategoryCharities, Foundations, Volunteers
LanguageEnglish
Date of First Broadcast/PublicationFebruary 25, 2012
Media TypeOutdoor / 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 Awards, 2012 (Silver) for Media Innovation - Traditional Media
Epica Awards, 2012 (Epica d'Or) for Outdoor
Epica Awards, 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
Production Company Rogue Films
Post Production Absolute Post
Director The tubby brothers
Creative Team Richard J Warren
Creative Team Paul Hancock
Project Manager Gidon Z. Cohen
Editor Tom Cardo-Moreno

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.