2019 - Bronze
One Less Present
Bronze 2019
Every year at Christmas, Act for Kids struggles to compete in a cluttered market, where better-known charities get more donations.
So last year, Act For Kids knew they needed to do something different.
One Less Present asks Australians to give up a Christmas gift on their wish list, and donate its value to abused and neglected children instead. The promotional campaign – featuring an emotive film, social, OOH, press, and DM – led to an innovative microsite with a unique algorithm that indexed Google’s shop and image data, allowing people to type in a product, and donate its value.
This unique donation mechanic saw the average Act for Kids donation increase to $211 in just five weeks – 27.8% up on the previous year, providing abused children with 422 hours of therapy.
Advertising agencyPublicis Worldwide
Creative directorRyan Petie
CopywriterAnais Read
Art directorKale McRedmond
Agency producerDana White
Print production managerLuke Stocks
Account serviceShayne Rase
Client marketing managerPenny Parsons
DirectorKale McRedmond
ProducerDana White
CinematographerBrendan Isaac
EditorClint Brice
Soundmusic studioThe Voice Plant
Sound designerDavid Champion
Finished artistAmber Lawrence
Front end designerKale McRedmond
Digital producerAlexandra Sundqvist
DeveloperBradley Lancaster
Back end developerAlex Parker
Other Contributors
Georgia Crawford – Social Strategist
Fredy Lievano – Tech Lead
Damien Doonan – Digital Project Manager
Karen Gartner – Finished Artist
Harleigh Reimer – Account Director
Aldo Ferretto – Art Director
Shaun McMahon – Copywriter
