See The Difference

How do you show that just one little donation can make a difference?

Challenge:
There are so many charities out there competing for a long commitment. It’s all too much for people. So how could we help the Australian Conservation Foundation?
Idea:
We wanted to prove that even a small five-cent piece can make a difference. We created special posters using a latex ‘scratchie’ coating, placed in cafes around Melbourne. When people used a coin to scratch off the grey pollution a clear blue sky was revealed.
Art Director: Chris Hince
Copywriter: Andy Segal
CD: Gus Johnson
2012
Category: ALL PROJECTS