IDEA The IOC in cooperation with UNHCR asked people around the world to “donate” their physical activity so more refugees would be able to have access to light. Users of apps including Fitbit, Strava and Moves connected their fitness trackers to the campaign’s hub online to start tracking their steps. For each step taken, one “spark” was donated to the Mahama refugee camp in Rwanda.
NOTE My contribution to this campaign was the big idea for the digital activation. The campaign has been produced by Publicis/Poke team after I left the agency. For those who may concern, Malin Hanas (CD at Poke) who led the digital activation and Nick Farnhill (CEO, Poke/Publicis London) would be happy to confirm as we worked very closely during the pitch.
FORD FIESTA STfilm.content
WINTER OLYMPICS 2018global.digital.activation
THE LAST PACKAGINGvideo.content
TOGETHER, AS ONEinteractive.dm