Square Jaw Creative

This brief asked for no frills or any obtuse creative idea. The marketing objective was purely to generate donations within a certain area of service. As it goes, I always look to park any creative ego or award safari when it comes to doing a charity campaign. Because inherently, this is a subject that already has a very powerful and moving proposition (without an idea needing to be strapped on to confuse or distract that calling). So in my opinion, a good charity campaign knows just how to frame the truth well. And this is what came as a result, a simple and honest campaign that resonated with the audience.