“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.