A great Idea at the right moment to motivate people to donate for Domund's. A postcard was made, that was given from a cashier to the client placed next to the donation can. This can was placed on supermarket's cash machines. The cashier gave the card, asking them to scratch with a coin (probably from their change). I guess anyone would instantly think that they were about to get some kind of surprise... After scratching the message comes clear, changing the visual from a skinny figure to a normal fed one: "A coin could make the difference. This October 26th & 27th let's stop the hunger". Ofcourse the customers coin goes straight in the can! I find it brilliant and as we say here: "the iron sticks while it's still hot"... meaning that you don't think much about it... the can is there, the coin is in your hand, so all you need to do, is let it slip inside. It's for a good purpose anyway, but i guess because people are "bombed" every day about donations, they don't really pay attention or trust that the money is going where it should be. I'm sure this worked, and from what they say, they achieved the biggest donation amount ever!
Agency: McCann Erickson, Lima
Creative Director: Ricardo Mares / Mauricio Fernandez Maldonado
Copywriter: Javier Jeri / Bruno Reggiardo
Art Director: Carlos Valderrama / Giovanni Macco
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