Creative Execution

For one exhausting day, each volunteer was continually monitored by streaming cams, and their every move broadcast online. We directed the local community to our fundraising experience using letter-dropped “Save the Date” Christmas cards. The website employed one simple, yet powerful feature; a circle with the CTA “Disrupt”. Clicking this instantaneously delivered a spine-tingling jolt to any chosen exec, adding another $1 to the fundraising effort. **The interface created a physical, and instantaneous connection between the user(‘s finger) and the the subject – bridging the gap often found between real-world experience and interaction.**

We letter dropped our local community with a christmas-card-cum-invite to our online event. We wanted them to not only participate in our fundraising event, but be core to it (using the insight at the heart). The event ran for 8 hours, but we achieved our target of $5500 within 5. The experience gained traction outside of the community. We were inundated with email fwd's, screengrabs and tweets from industry peers, press and marketeers. 59.5k views. 10minute average dwelltime. 9 qualified new business leads. 2 retained pitch invites. 0 Media budget. Trending as top “industry email FW:” for Christmas in Australia.

Opportunity: In the commercial sector Christmas is both an opportunity for a business to use its corporate messaging as a tool for self-promotion, and a time to give back to the community. Client: Digital ad agency & Local Community Centre. The agency's had an established proposition they wished to share with peers: “(We) provoke big reactions from the simplest interactions”. Category insight: For decades advertising has taken pride in its ability to disrupt the general public. Idea: Disrupt-a-thon: Gifting the public the power to disrupt advertising, and in turn raising much needed funds for a local community centre. We re-engineered Electric Muscle Stimulation (EMS) Units to trigger their “ZAP!” live, via a web interface. These were tethered to agency staff willing to relinquish control of their day, and limbs to the whim of the local community.