The Brief

Raise much needed funds for kids with Cancer through Camp Quality.

Creative Execution

A website, onebuckonepluck.com, was set up, and the word was spread via social media. As an added incentive for people to donate and share, donors were then sent a video of the hairs being plucked out on webcam. Some sadists even pulled the hair directly out of his head. Not surprisingly, this video had quite a few views!

Describe the creative solution to the brief/objective.

One man, one pair of tweezers, and one crazy idea to raise money for kid's cancer charity. We all know advertising can be a tough business. But it’s nowhere near as tough as being a kid with cancer. So, that’s why Australian copywriter Alex Wadelton embarked on a unique journey, by plucking one hair out of his head, for every dollar people donated to kid’s cancer charity, Camp Quality. So, if someone donated fifty bucks that meant fifty hairs plucks out of his head. No, seriously.

Results

In total more than 140 videos were filmed and shared, showcasing the more than 7000 hairs plucked from his head. Most importantly, a total of $7123 was raised, enough to give support and care to one family affected by cancer for an entire year. Furthermore, six other families were also able to receive support.