Red Cross: PRICE TAG

Credits & Description:

Category: Bars, Restaurants & Stores, etc.

Advertiser: RED CROSS

Product/Service: RED CROSS

Agency: BBDO DENMARK

Creative Director: Tobias Lykke Aggergaard

Art Director: Mikael Furbo-Sørensen

Account Manager: Thomas Sonberg

Account Manager: Thomas Sonberg

Other Credits: Susan Thor



English Translation of Main Headlines

This is what the text said inside the price tag:



Far too many families in Denmark can’t afford Christmas



Buy an aid voucher at the register at your SuperBest or text “christmas aid” to 1414, and you will contribute 100 kr. + regular text fee.



*The fee is paid via phone bill. The service is provided by Red Cross, Blegdamsvej 27, 2100 Copenhagen Ø. 35259200.



Ambient Execution Description

Brief

Help Red Cross raise money for Christmas aid for poor families in Denmark.



Solution

We raised the prices of traditional Danish Christmas goods to an extortionate level at one of Denmark's biggest supermarket chains, SuperBest. For example, Christmas cookies were priced at DKK 25995 instead of DKK 17.95 – to show how it feels not to be able to afford Christmas. Subsequently, you could donate a sum at the register, or via text message. And, of course, still buy your Christmas cookies at DKK 17.95.



Result

The campaign raised over 1 million kr., enabling Red Cross to provide Christmas aid for over 2000 poor families.