We were given one day, minimal resources and no budget to change the perception of refugees around the world and increase the number of pledges to the #IWelcome campaign. Simple.
With an apathetic audience who no longer respond to images of suffering and plight, we needed cut through. So we launched a social campaign the day after the US election using bright, graphic art direction completely out of the norm for the brand.
We had a DOOH billboard in Times Square...
...and a pretty big one in Piccadilly Circus.
But most importantly, the increase in pledges was off the chart. Not bad for a 'days work'.