The Brawling Billboard
Ad-man sells his body for charity...
Fight! Fight! Fight! Fight!
What do you get if you cross Mike Tyson and Don Draper - A creative yet potentially dangerous/buddist/boxer...
As part of a charity boxing event between LBi and city traders Execution at the Emirates stadium, we wanted to raise some money though avoid the usual email spamming of friends and family; while offering both a creative and engaging experience - hopefully this would encourage people to part with their hard earned pennies too.
The idea - a boxing ad man with space for advertising across every available space on his body.
How?
Initially we wanted to create an all singing and dancing flash site, though with budget constraints and a lack of flash development skills we looked else where...
Hello Facebook. Using the social networks 'tagging' ability we created a simple set of pages where sponsors could 'tag' themselves on the boxers body parts, post their design to the wall, then donate the all important monies through 'Just Giving'.
The result...
With over 50 ads, and over £1600 raised for charity (an average of £32 per ad) and an awesome night of boxing - plus a lost voice the next. A hi-lights reel was posted on facebook and to give those who invested donated feedback we tagged the body ads in pictures from the night.
Awards won
IAB - Creative showcase winner, March 2011
New York Festivals - Bronze award 2011
Case study video - Voiceover work from Mr Alistair McKnight
Moodboard, taking inspiration from the old 1960/70s boxing posters and butchers boards
Credits
Agency - LBi
Client - Help for heros
Role - Art Direction/Design
Creative director - Matt Stafford
Additional design & Art Direction - Alistair McKnight