DLKW Lowe London, United Kingdom Full Service


DLKW Lowe Creative Work

Title "Pennies for Life"
Agency DLKW Lowe
Production Company Rogue Films
Post Production Absolute Post
Campaign Pennies for Life
Advertiser The Microloan Foundation
Brand The MicroLoan Foundation
Date of First Broadcast/Publication 2/2012
Business Sector Charities, Foundations, Volunteers

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.

Media Type Outdoor/Out of Home
Director The tubby brothers
Creative Team Mr. Richard J Warren
Creative Team Mr. Paul Hancock
Project Manager Mr. Gidon Z. Cohen
Editor Mr. Tom Cardo-Moreno

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