Cannes Lions
LOWE BRINDFORS, Stockholm / FRIENDS / 2005
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Description
Primary target is adults who would consider giving money to charities. The purpose of the campaign is A) to create awareness that Friends is a non-profit organisation which needs support to survive and B) make people want to contribute money to Friends.
Through making people experience what it feels like to never be included in the group, we created empathy so that they are motivated to click further.
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