The MicroLoan Foundation is a charity that helps women in Africa to set up their own small businesses. Our campaign is called 'Pennies for Life'. On a digital poster site, we created unfinished portraits of African women, made of pennies. Then we invited people to complete each picture by texting a donation. As soon as it arrived, the money dropped into place on the screen. Donors got a personal 'thank you' on the poster, and a credit on our microsite. And, from one poster site, in its first weekend, 21 women who had nothing now have their own small businesses.
Finalist
Billboard — Public Service/Social Welfare
Entrant: DLKW Lowe, London
The MicroLoan Foundation
"Pennies for Life"
Project Manager:
Gidon Z. Cohen
Photographer:
Oli Kellet
Photography Studio:
Trayler and Trayler, London
Art Buyer:
Bel January
Graphic Designers:
Guy Sexty/Nick Smith
Art Director:
Paul Hancock
Copywriter:
Richard J. Warren
Creative Director:
Greg Delaney
Executive Creative Directors:
Dave Henderson/Richard Denney
Agency:
DLKW Lowe, London
Agency Account Director:
Gabrielle Gribbin
Client Account Director:
Rupy Kaur
Corporate Name of Client:
The MicroLoan Foundation
Description of the Project