AXA: Stand Up to Cancer - Digital Out-Of-Home campaign
AXA: Stand Up To Cancer,
Digital Out-Of-Home campaign
Laughing in the face
of cancer.
Laughing in the face of cancer.
Laughing in the face
of cancer.
The situation
AXA was sponsoring Stand Up to Cancer and had already commissioned the break-bumper spots before and after the TV ads on Channel 4, during the live TV show.
With ten days to go before the event, they were offered a deal to use digital out-of-home advertising sites (or DOOH, if you prefer – it always looks a bit ridiculous to me) up and down the UK.
So, we needed to come up with a campaign, and fast.
Client
AXA
Sector
Charity
sponsorship
Services
Art Direction
Graphic Design
The situation
AXA was sponsoring Stand Up to Cancer and had already commissioned the break-bumper spots before and after the TV ads on Channel 4, during the live TV show.
With ten days to go before the event, they were offered a deal to use digital out-of-home advertising sites (or DOOH, if you prefer – it always looks a bit ridiculous to me) up and down the UK.
So, we needed to come up with a campaign, and fast.
Client
AXA
Sector
Charity
sponsorship
Services
Art Direction
Graphic Design
The situation
AXA was sponsoring Stand Up to Cancer and had already commissioned the break-bumper spots before and after the TV ads on Channel 4, during the live TV show.
With ten days to go before the event, they were offered a deal to use digital out-of-home advertising sites (or DOOH, if you prefer – it always looks a bit ridiculous to me) up and down the UK.
So, we needed to come up with a campaign, and fast.
Client
AXA
Sector
Charity
sponsorship
Services
Art Direction
Graphic Design
The solution
As the fundraising night is mainly a comedy event, we invited people to do something a bit daft that they could film and share on Twitter (when it was still called that), along with the hashtag #AXASU2C. If they did so, AXA would donate £3 for each video posted.
But how do we show that to everyone in the UK?
We needed to do something a bit daft too. Using optical illusions and perspective gags, we created three small films in the choppy frame style (or undercranked, if you want to be technical about it) of old Charlie Chaplin and Harold Lloyd films.
The solution
As the fundraising night is mainly a comedy event, we invited people to do something a bit daft that they could film and share on Twitter (when it was still called that), along with the hashtag #AXASU2C. If they did so, AXA would donate £3 for each video posted.
But how do we show that to everyone in the UK?
We needed to do something a bit daft too. Using optical illusions and perspective gags, we created three small films in the choppy frame style (or undercranked, if you want to be technical about it) of old Charlie Chaplin and Harold Lloyd films.
The solution
As the fundraising night is mainly a comedy event, we invited people to do something a bit daft that they could film and share on Twitter (when it was still called that), along with the hashtag #AXASU2C. If they did so, AXA would donate £3 for each video posted.
But how do we show that to everyone in the UK?
We needed to do something a bit daft too. Using optical illusions and perspective gags, we created three small films in the choppy frame style (or undercranked, if you want to be technical about it) of old Charlie Chaplin and Harold Lloyd films.
And one of the digital out-of-home sites happened to be Piccadilly Circus. No point being subtle when you need to raise money for a good cause!
And one of the digital out-of-home sites happened to be Piccadilly Circus. No point being subtle when you need to raise money for a good cause!
The results
The ads helped AXA to raise £100,000 for Stand Up to Cancer, which meant well over 33,000 people took part and did something fun for charity.
And as someone who has lost family and friends to cancer, it's nice to think that I did a little something to help other people beat it.
The results
The ads helped AXA to raise £100,000 for Stand Up to Cancer, which meant well over 33,000 people took part and did something fun for charity.
And as someone who has lost family and friends to cancer, it's nice to think that I did a little something to help other people beat it.
The results
The ads helped AXA to raise £100,000 for Stand Up to Cancer, which meant well over 33,000 people took part and did something fun for charity.
And as someone who has lost family and friends to cancer, it's nice to think that I did a little something to help other people beat it.
Participants
Total raised
