Title | SURFIFY |
Brand | SURFAID.ORG |
Product / Service | CHARITY |
Category | A09. Innovative Use of Technology |
Entrant | BWM DENTSU Sydney, AUSTRALIA |
Entrant Company | BWM DENTSU Sydney, AUSTRALIA |
Advertising Agency | BWM DENTSU Sydney, AUSTRALIA |
Production Company | HECKLER Sydney, AUSTRALIA |
Production Company 2 | NYLON STUDIOS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Rob Belgiovane | BWM Dentsu | Group Chief Creative Officer |
Jamie Mackay | BWM Dentsu | Chief Strategy Officer |
Asheen Naidu | BWM Dentsu | ECD |
Chris McMullen | BWM Dentsu | Senior Art Director |
Sean Lavery | BWM Dentsu | Senior Copywriter |
Megan Hales | BWM Dentsu | National Planning Director |
Shani Tomkins | BWM Dentsu | Digital Planning Director |
Guy Lovell | BWM Dentsu | Senior Account Director |
Margot Fitzpatrick | BWM Dentsu | Senior Onscreen Producer |
Paul Liddle | BWM Dentsu | Senior Editor |
Stefan Hunt | Contributor | Director |
Campbell Brown | Contributor | Director |
Michael Lawrence | Contributor | Director |
Dvid Kruta | Contributor | Director |
Ben Nott | Contributor | Director |
Danny Izarraras | Contributor | Director |
Paul Burrud | Contributor | Director |
Michael Yezerski | Contributor | Audio Production |
Will Alexander | Heckler | Post Production |
Simon Lister | Nylon | Sound Studio |
We created an album filled with sounds of the surf and called it ‘Surfify’. We then made it available on Spotify. Every time a track from the album is played, Spotify pays a small royalty fee to SurfAid. It’s so easy you can even play the album on repeat overnight and donate in your sleep, without it costing you a cent. To promote the concept, we created a short film about the charity SurfAid and explained how the unique donations process worked. Then we posted it via social media to be shared.
The album has already been streamed tens of thousands of times since being uploaded to Spotify in April 2015. The idea has been talked about heavily in the media, as well as being supported by musicians like Jack Johnson and famous surfers such as Mark Occhilupo and Laird Hamilton. We have been inundated with tweets, posts and shares across social media with ‘Likes’ on Facebook increasing 300% in the first week after launch. Even the mainstream media television channels have reported on it.
INSIGHT Every day we’re asked to donate to one charity to another. The biggest barrier to donating is that we either don’t have the money or the time. STRATEGY Come up with a revolutionary new way to cut through the clutter and make it easy for anyone to donate anytime, anywhere. IDEA In a world first, we partnered with music streaming service Spotify to create an unique new way to donate to charity SurfAid that is so easy you could do it in your sleep, without it costing you a cent.