This year’s Campaign Event Awards, which celebrates the best work in experiential marketing and brand experience, features a new category Experience for Good, and Sense’s Wrap Up London charity campaign for Hands On London has made the winners’ shortlist.
This new category is for campaigns promoting a good cause and few could be as important as saving the lives of vulnerable people at Christmas, which was the aim of Wrap Up London. Managed by charity Hands On, Wrap Up London is launched each winter to encourage Londoners to donate their old coats to people in need to help prevent cold-related deaths. In 2017, 20,000 coats needed to be collected, a 50% increase over 2016.
“Our solution was to wrap up London’s most famously exposed residents – its statues!” explained Sense Deputy Managing Director Lou Garrod. “We toured the capital clothing iconic figures in toasty red parkas, including statues of the refugee children of Liverpool Street and ambassador for youth addictions, Amy Winehouse. Each statue was wrapped up nice and warm, each with the charity call to action stitched in as a label. Branded comms supported the initiative.
“Millions of Londoners who had passed these statues on auto-pilot almost every day of their lives did a double take. The message was so clear it needed no explaining – just when and where to leave unwanted coats.”
The campaign was highly successful, with 24,109 coasts being donated to help London’s most vulnerable people.