Child Labor Free – UK Launch Campaign

Child Labor Free (CLF) is a charitable organisation striving to end the misery of child labour around the world. Their focus is helping consumer brands ensure their supply chains are ethical and exploitation-free.
 

Our job was to launch CLF in the UK – on a shoestring budget – and gain global exposure. No pressure!
 

The solution? A creative-led strategy that tapped into London’s vibrant graffiti scene – where notable artworks can generate considerable attention. (Heard of a guy called Banksy?). We teamed up with high-profile artists who created a prominent installation in Shoreditch. The artwork was then used for limited-edition merchandise (T-shirts, etc.) to be retailed by CLF and their partner brands.
 

The campaign successfully drove worldwide awareness through press and social media, while merchandise created a secondary promotional channel and helped self-fund the project.

Short promo video

Spark NZ & Huawei P20 Pro, #ONESHOT promotion.

THE CHALLENGE:

To drive sales and brand exposure of the Huawei P20 Pro – on a shoe string budget. Huawei was relatively unknown in the New Zealand market and Spark was testing the water in terms of the brand’s sales potential.

 

MY SOLUTION:

The P20 Pro had genuinely impressive photographic capabilities thanks to its three lens 40mgp camera. This made it a real challenger against established mobile and DSLR camera brands. I decided to create a hybrid experiential and social campaign to drive advocacy and social media presence. The #ONESHOT promotion was designed to demonstrate that with P20 Pro’s AI assistance, totally inexperienced users to could take professional quality photos with just one snap. We took to the streets with promo teams, putting P20 Pros into the hands of the public, hoping to wow them with the mobiles photographic capabilities and turn them into Huawei advocates. 

 

The incentive was to win their very own P20 Pro by snapping a photo. The clincher being, they had just one opportunity to take a great picture. They then posted their photo to their own social media mentioning Spark / Huawei P20 Pro and the hashtag #ONESHOT. Of course we sent a cameraman along to film it. The pro-quality amateur photographs provided content for Spark’s own social media channels promoting the P20 pro, and as assets for POS material.

© 2019 by Ben Eady & Jamie Warburton