The ‘Life’ gift range was created as a fundraiser for the ‘Cordaid People In Need’ Charity.Life Wine, Life Chocolates, Life Socks and Life Music CD were sold as Christmas gifts to benefit the charity.The twist – these gifts were nothing but empty packaging.An empty corked wine bottle labelled Life Wine. An empty shrink-wrapped chocolate box labelled Life Chocolates and so forth.Every product carried the message: Nothing can be everything. This may seem like nothing to you, but the money you spend on it will mean everything to families in Peru, Malawi and SriLanka.

The ‘Life’ range of gifts was retailed for a single week prior to Christmas, primarily via an e-store (levencollectie.nl) and a mobile store that travelled through Amsterdam, Rotterdam and The Hague.With zero-budget for mass media, the planned publicity was a single (free) full-page ad courtesy of ‘De Telegraaf’ (leading Dutch daily) and (free) online banner ads on hyves.nl (Dutch version of Facebook).