Six second films by AMV.BBDO encourage donations to "unlock" another loop.
Apr 14, 2013
UK charity Kids Company has turned to Twitter's Vine to highlight the plight of homeless, abused and neglected children in a new digital campaign through Abbott Mead Vickers BBDO. The six second Vine loop is followed by an on-screen call to "make it stop" and a text code enabling viewers to make an instant donation. Every text donation will unlock a second, "thank you" film which will show the same children in positive, safe scenarios.
The Vine films have simply been created and uploaded on a smartphone, with no media spend or post production.