Idea of The Year - Charity/Not for Profit Impact

The Lion’s Share

CLIENT: THE lion’s share fund

co-founderS: United Nations Development Programme, FINCH,
Clemenger BBDO Melbourne

Founding partners: bbDO WORLDWIDE, MARs inc, nielsen, jc decaux, the economist

AGENCY: Clemenger BBDO Melbourne

PRODUCTION: finch

JURY comments

This is a global, world changing idea. The communications and strategy are on-point, and the promo film that has been created is impactful enough to continue to get buy-in from other organisations. This is an example of truly effective cause-based marketing, bigger than one award show cycle - it is a platform for ongoing change. The line, “For the conservation of hope’ is beautifully evocative, and kudos is given for the celebrity and UN buy-in to help generate further attention. It’s also an example that ideas these days can come from anywhere, and this is a modern way production companies, agencies, clients and organisations can work together as a united front to create strategy, communications and a platform to generate lasting impact.