Animal charity uses the head to pull at the heartstrings

9 Sep

Zeus Foundation ice pets

The Zeus Foundation, an animal charity in Russia, has just delivered the blueprint for not-for-profit success.

 1. Have a great idea.

2. Deploy it in a creative, cost-effective way to people who will share it.

3. Make a video of the process, so others can share it too.

Watch this neat little video which shows how some smart thinking – and some warm hands – connected the organization to its audience. BBDO Moscow is the agency behind the idea.

It’s an idea so cool, it’s cold.



9 Responses to “Animal charity uses the head to pull at the heartstrings”

  1. Maloney September 9, 2013 at 3:28 pm #

    Genius. And I’m not only talking about the campaign… your closing line is solid gold.

    • Doug Brown September 9, 2013 at 3:47 pm #

      Copywriters can’t pass a good pun by sometimes. 🙂

      Awesome comment Lindsey – thanks!

  2. David Olsen September 11, 2013 at 8:13 am #

    Hello! I’m David. Your blog post are really amazing as well as you blog is also great, I cant wait to see your new post. Thanks!!

    • Doug Brown September 11, 2013 at 8:18 am #

      I’m not a big fan of your grammar or your relentless posting of this message in my comments section David. Please stop. Thank you.

  3. Stefanie Grieser September 23, 2013 at 11:06 am #

    “With no media budget to spend” – Really? No media budget? I highly doubt that. This campaign took a lot of time and money to pull off. Think about it. The cost associated with printing the business cards, freezing each ice cube, attending the music festival, hiring a photographer and social media manager (who uploaded all those photos and engaged with fans), not to mention the time that went into producing that final video. Don’t get me wrong, I think the campaign is very creative and unique, but in their video, they should have said they were working with a “limited media budget”

    • Doug Brown September 23, 2013 at 11:10 am #

      I wouldn’t confuse production and media money here Stef. I took it to mean no paid media costs. There were certainly other costs!

      • Stefanie Grieser September 23, 2013 at 12:26 pm #

        You’re right, they are most likely alluding to paid/traditional media channels here. What I guess I really wanted to point out is that the production cost might have came close a (low) media buy, but would have had less impact. Instead of putting their marketing dollars toward a mediocre media spend, they got creative & spent their budget on production. Which is smart marketing. And I just wanted to point out that the distribution may be “free,” but production can take a lot of time and money. More than people would think. Especially if you want to make something viral & epic.

      • Doug Brown September 23, 2013 at 12:48 pm #

        You got it Stef. I’ve seen media spends decreasing across every channel, and yet advertising budgets are still in place. The money is just being spent with more discrimination – and more customer-centricity. Like it was here. Great addition to the convo – thanks!

      • Stefanie Grieser September 23, 2013 at 12:51 pm #

        Anytime 🙂 – And thank you for the interesting content!

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