The Brief

We were challenged to help ActionAid collect 5,000 signatures for it’s WhoPays? petition.

The Solution

Our insight was that when it comes to the likes of petitions, people respond better to their friends.

So, we created My Who Pays? Campaign, an interactive, personalisable viral animation – featuring comedian Bill Bailey as a voice-over.  People customised the animation by uploading a photo of their face to put into a virtual costume (banana, cashew, or pear), and choosing a style in which to fight two evil supermarket trollies!

Then, they used the innovative “sharing tools” to distribute the animation to their friends, asking them to sign the pledge, and create their own animation. These tools allowed people to do everything from telling all their friends on Facebook, to embedding the final animation in their blog.

The Result

- Unique movie viewings:  Nearly 100,000
- Movies created: Over 3000
- Who pays? sign-ups:  Nearly 7,000