This innovative live donation billboard campaign for The Microloan Foundation encouraged passers-by to donate to the cause via SMS. Each donation triggered an animated sequence where a handful of coins fell into place, adding to a portrait of a smiling African woman. Every donor was also thanked personally on-screen and completed images appeared on penniesforlife.org.uk where donors could tag their contribution in the image gallery and share with friends via Twitter, Facebook and Google+. From just one poster site, 321,000 saw the campaign during the weekend and 21 women in Africa who had nothing now have their own small businesses.
This campaign went on to win a Gold Cannes Lion in the Mobile category and also won 4 gold and 1 bronze Kinsale Shark Awards across digital, outdoor and integrated categories.