World Vision Canada
Role: Creative Direction
This project was developed while working with SDIMKTG
The Brief.
Global children’s charity World Vision came forward with a problem; their sector had seen a trend of falling consumer engagement (and ultimately donations) in recent years.
The Idea.
We suggested a new mindset – focusing on consumer insights to develop trailblazing innovative executions within the sector.
We were able to research and evaluate the brand’s existing experiential strategy, discovering a heavy reliance on traditional show and tell methods. The stories were there, but the execution was not resonating with the modern consumer.
We put forward an approach based on the path to purchase model; earning attention by utilising atypical (to the sector) experiences to deliver key messaging in a relevant way. Ensuring maximum impact with the consumer.
Child Labour
2015’s top level campaign focused on child labour, so we created 2 separate executions that focused on different insights on the issue:
Lost Childhood
The very idea of not having a childhood was an area we felt had a tonne of potential for impact. Looking at a physical element to represent “childhood”, we created a working art installation built from hundreds of (ethically sourced) teddy bears.
Each bear would be adorned with a tag that communicated the story of one of the World Vision sponsored children.
Lend a hand.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Focusing on the consumer’s action driving a stark transition, we quickly communicated the amazing impact a donation can have on the lives of children around the world.
The video was displayed as close to actual size as possible (80” screen) for added impact.
This program ran for 3 months in Lansdowne Mall in Vancouver and resulted in a 25% increase in foot traffic over WV’s existing set ups.
Activation User Experience Narrative
Well Water Bar
World Vision launched a new campaign focusing on the global problem of access to clean water.
Again, rather than just spelling it out - we created a trendy bar brand in which to highlight the huge difference between the haves and have nots. In this case, the comparison between our choice of boutique flavoured waters to the disease ridden puddles in other parts of the globe.
The message, when delivered in an perceived ‘safe’ environment (a bar rather than a donation booth) results in a much greater impact.
The Beast VR
The client had recorded some in-field content, that they wanted to turn into a live VR experience, but didn’t know where to start. We used our storytelling expertise to develop a narrative that more suited the needs of a fast paced experiential environment. This included; optimised storyline structure, motion graphic narration captions, increased resolution quality, increased colour vibrancy and added immersive sound treatment.
