Muscular Dystrophy UK

As soon as Covid was officially declared a pandemic, social events were cancelled, and Muscular Dystrophy UK needed to increase donations following the cancellation of the London Marathon. We were asked to create a poster that would last a week on the Picadilly Lights outdoor space. Instead, on a budget of £0, we created a fully integrated campaign that lasted for months. We collaborated with internationally acclaimed artists Eboy to create an 8-bit icon of Carmela, an inspirational young girl with Muscular Dystrophy. We encouraged people to 'walk with Carmela' by walking to work and donating the fare they saved. By using a text code, people could donate their fare. When they did, a character was added to a live 8-bit version of London on the Piccadilly Lights screen. And by the end of the campaign, the poster was full of characters walking with Carmela. The campaign lived on through numerous touchpoints. We created a suite of social content from unboxing videos, reaction videos, documentaries and more. We targeted celebrities by creating T-Shirts. And we got our message talked about on national lTV. This sat along striking traditional print and poster ads.