Creative Showcase
Make Change / Pumped for Change
Submitted By Carlos Pena
Description
Americans are embracing social change and facing the greatest economic downturn since 1929. In the face of this singular dissonance, Pumped was called on to develop a unique approach to generating essential support for homeless shelters, women’s abuse resources and care for needy children.
Objective
Pumped developed The Million Penny Project campaign as a means of raising funds in increments of 1 million pennies - $10,000 in real money –to allow people to make even the smallest contribution, knowing that their generosity will make a disproportionately large difference.
Technical Challenge
Our initial thinking revolved around three key touchstones. First, the creative had to answer “what’s a penny good for?” Second, it had to be unusual, visual and as tactile as possible. Last, the core campaign concept had to work in 360 degrees.
The solution was to create a an interactive spot using time-lapse photography to reveal an image that shows much a single penny can make a difference to an overall picture.
Make Change
www.themillionpennyproject.org
Client
Pumped for Change
Industry
Non-Profit
Agency
Pumped, Inc.
www.pumpedinc.com
Media
Interactive
Credits
Art Director
Carlos Peña
Creative Director
Carlos Peña
Designer
Natalie Sannemalm
Director
Kenneth O'Brien
Music & Sound
David Della Santa: Volume Music
Production Company
Phoenix Editorial
Writer
Jef Loeb
Views
708
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