The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Interactive

Change Please

Agency FCB Inferno / London

Client Change Please and the Big Issue
BACK TO RESULTS

Annual ID

OS_IN17068M

About the Work

Homelessness in the UK has reached record levels. Efforts to address this are floundering. An advertising campaign wouldn’t be enough; we needed to create something that would make a real difference. So we launched Change Please, a self-sustaining coffee business staffed by the homeless to help the homeless, and people seemed to like it, with over 1000 coffees sold in our first week. Word of mouth was a huge factor in our growth. We observed people posting about their experience, with photos of their coffee or barista. We wanted to tap into this behaviour. So we turned Twitter into our loyalty card. People would tweet their coffee, we would then reply with a stamp and a message of thanks from the barista. If they did this three times they would be rewarded with a free coffee. We’d turned a simple loyalty card into an awareness driving campaign for the brand.