FightMND raises money for research into motor neurone disease, and the Big Freeze at the MCG is one of the biggest days on the AFL calendar. Coles is a long-standing supporter, and I helped design the creative for its involvement.
FightMND is a cause I care about. Seeing our work on the big screens at the Collingwood v Melbourne match was a proud moment.
The brief: show Coles’ support for FightMND in the lead-up to the Big Freeze and encourage people to donate.
My approach: I worked within FightMND’s own campaign look, letting its black and yellow and the Big Freeze imagery lead with Coles in a supporting role. The cause was the message, so I kept the layouts simple and the call to donate clear in every format.
The result: email, social and digital billboard creative for Coles, including screens at the stadium on match day.
Looking backWhen the cause is the message, the brand takes a step back.
The impact: The creative ran across Coles’ email, social and in-store screens, where selected packs of Coles Brand Aussie Pork helped raise funds, and on the big screens at the MCG on Big Freeze match day. It supported a cause that has now directed more than $150 million to MND research and care.
What I took from it: Partner campaigns are about supporting someone else’s identity well. Keeping the ask simple and the layouts uncluttered mattered more than any clever idea.