One Less Present

Bronze 2019
Publicis Worldwide
Act For Kids

Advertising Agency Publicis Worldwide
Creative Director Ryan Petie
Copywriter Anais Read
Art Director Kale McRedmond
Agency Producer Dana White
Print Production Manager Luke Stocks
Account Service Shayne Rase
Client Marketing Manager Penny Parsons
Director Kale McRedmond
Producer Dana White
Cinematographer Brendan Isaac
Editor Clint Brice
Sound/Music Studio The Voice Plant
Sound Designer David Champion
Finished Artist Amber Lawrence
Front End Designer Kale McRedmond
Digital Producer Alexandra Sundqvist
Developer Bradley Lancaster
Back End Developer Alex 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

Entry ID 26436

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.


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