“We wanna make this digital” is the cry of many a client when they enter their ‘digital’ agency with a shiny new TVC and poster under their arm. Too many agencies will take a client’s TVC (and money) and make it ‘digital’ simply by putting a browser around it or sending it’s animated cousin off to Double Click.
I’m proud to say that’s not what we do here at Amnesia Razorfish. When our client, realestate.com.au, shared their really nice ATL spring campaign with us, we got really fired-up by the challenge of making this campaign come to life in the digital space. We didn’t want to simply TELL consumers that realestate.com.au helps give people a fresh start, we wanted to actually GIVE someone a fresh start. Some one that really needed a fresh start.
Say hello to The Fresh Start Project from realestate.com.au. The aim of the campaign is simple. Build a a new home, for a family in need, through people’s use of realestate.com.au. As users interact with realestate.com.au they collect ‘bricks’ which they can donate to the 1 million brick target. In partnership with Habitat for Humanity Australia, the house will be built. There’s no augmented or virtual reality here. Sure – it won’t cause world peace, but it will make a real difference to a real family in real need. And that’s why I love this project so much. Hope you do too.
Once building gets underway, you’ll be able to follow progress through videos on the site and through the normal socialist media channels.
The team have worked tirelessly on a beautiful socially integrated microsite. Thank you guys (you know who you are) for working so hard to bring this project to life. Thank you realestate.com.au for backing the vision and to Habitat for Humanity for doing what you do.
cool stuff, doing something good and telling a story about it is so much better than another bloody ad that says ”we’re the best, we’re the cheapest, we’ll solve all your problems blah blah”.
Funny that as this stuff makes good marketing, creates advocacy etc. (when it’s not just a token thing), we might even see (and expect!) more companies contributing to society in positive ways.
I’m glad some agencies are taking lead in this direction. Well done!
Alas, I want to help and the site don’t work on my iBrick.
Throughout the great scheme of things you actually get a B+ just for effort. Where you confused me personally was in the specifics. As it is said, the devil is in the details… And it could not be much more accurate at this point. Having said that, allow me say to you exactly what did do the job. The article (parts of it) is highly convincing and this is possibly the reason why I am making the effort in order to comment. I do not make it a regular habit of doing that. Second, despite the fact that I can certainly see the leaps in reason you make, I am not necessarily certain of exactly how you seem to unite the details which in turn help to make the actual final result. For now I will subscribe to your position however wish in the future you connect the dots better.