The mission of Alice for Children is to build a better future for slum-dweller orphans in Nairobi, Kenya.

To allow 25 children who live at their Campus to enrol in the new school year, we quickly needed new funds and a very good idea to raise them. At no cost.

Since one idea was not enough, the agency involved in this project found 25 ideas.

“Never Waste Ideas” is the title of the “first charity auction of unused ideas”, an initiative promoted by the non-profit organisation and its agency, which immediately attracted the attention of an exceptional partner: Sotheby’s, the famous auction house of great historical and international importance.

To start up this project, the agency selected its 25 best unused ideas, which had never been employed before, and turned them into “works of art” that could be sold by auction at the Sotheby’s headquarters in Milan, at the prestigious Palazzo Broggi. Companies, trade associations, creative agencies, together with many journalists and opinion leaders were invited to this extraordinary charity event.

On June 25, 2013, in front of over 150 guests, all the 25 ideas were sold by auction, resulting in a guaranteed financing for the 25 school grants for the African children adopted by the non-profit organisation “Alice for Children”.

This unprecedented initiative obtained a whole editorial page in the cultural magazine of “Corriere della Sera”, and received positive reviews on several national newspapers and online publications, achieving a total readership of over 2.5 million readers.

To start up this project, the agency selected its 25 best unused ideas, which had never been employed before, and turned them into “works of art” that could be sold by auction at the Sotheby’s headquarters in Milan, at the prestigious Palazzo Broggi.

Companies, trade associations, creative agencies, together with many journalists and opinion leaders were invited to this extraordinary charity event.

On June 25, 2013, in front of over 150 guests, all the 25 ideas were sold by auction, resulting in a guaranteed financing for the 25 school grants for the African children adopted by the non-profit organisation “Alice for Children”.

This unprecedented initiative obtained a whole editorial page in the cultural magazine of “Corriere della Sera”, and received positive reviews on several national newspapers and online publications (such as Wired, ArtsLife.com, ViviMilano/Corriere, Italia Oggi, Libero, Style.it), achieving a total readership of over 2.5 million readers.