2021 Winner
BronzeAmbient - Small Scale
BronzeHealth & Wellness Education & Advocacy
Procure Foundation
"Give a sit"
Rethink
"Give a sit"
Rethink
Around 80% of men keep wallets in their back pocket. That gave Rethink and Procure, a Quebec-based prostate cancer-fighting charitable organization, an opportunity to drive awareness and small donations from men, who are less inclined than women to donate to charitable causes. With “Give a Sit,” the agency created a chair capable of raising funds simply by getting people to sit down.
The seat was equipped with an NFC contactless payment system identical to what’s found on in-store pay terminals, allowing the automatic collection of $2, $5 and $10 donations every time a bum made contact.
A launch video earned 650% more engagement and 1,360% more reach than the brand’s typical social posts. And while the pandemic impacted the charity’s ability to take the chair on the road, the effort still led to a 438% jump in micro-donations.
The seat was equipped with an NFC contactless payment system identical to what’s found on in-store pay terminals, allowing the automatic collection of $2, $5 and $10 donations every time a bum made contact.
A launch video earned 650% more engagement and 1,360% more reach than the brand’s typical social posts. And while the pandemic impacted the charity’s ability to take the chair on the road, the effort still led to a 438% jump in micro-donations.
Credits
CCO: Aaron StarkmanCreative Direction: Xavier Blais, Maxime Sauté
Art Direction: Edouard Coune
Copywriter: Raph Côté
Account Services: Catherine B. Mainville, Alex Lefebvre
Production: Marie-Pière Poulin, Katia Dupuy
Strategy: Suzy Truong, Pascal Routhier
Production house: Nova Film - Alexis Dubosc, Charles Gaudreau
Director: Julien Roy
Direction of Photography: Antoine Caron
Post Production: Studio Expression
Technology: Cortex: Philippe Nadeau