Cannes Lions
WUNDERMAN, Dearborn / SALVATION ARMY / 2003
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Description
As a man walks through the city, the camera connects him to people in need. In the end, we discover this ordinary-looking man is, in fact, an 'angel' because his donation to The Salvation Army has helped those people in need.
Outcome
In a year when the majority of charities saw donations drop by as much as 20%, donations to The Salvation Army were actually up over the previous year. The increase was a modest 1.9%, but any increase was seen as a major accomplishment.
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