The MicroLoan Foundation Outdoor, Case study Pennies for Life by MullenLowe London

Pennies for Life

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market United Kingdom
Agency MullenLowe London
Creative Director Greg Delaney
Art Director Paul Hancock
Copywriter Richard J Warren
Photographer Oli Kellet
Released May 2012


London International Awards 2012
Digital Mobile Interactive Bronze Winner
Digital Innovative Use of Digital Short List
Digital Public Service/Social Welfare Short List

Credits & Description

Entrant: DLKW Lowe, London
The MicroLoan Foundation - "Pennies for Life"
Corporate Name of Client: The MicroLoan Foundation
Client Account Director: Rupy Kaur
Agency Account Director: Gabrielle Gribbin
Agency: DLKW Lowe, London
Executive Creative Directors: Dave Henderson/
Richard Denney
Creative Director: Greg Delaney
Copywriter: Richard J. Warren
Art Director: Paul Hancock
Graphic Designers: Guy Sexty/Nick Smith
Art Buyer: Bel January
Photography Studio: Trayler and Trayler, London
Photographer: Oli Kellet
Description of the Project
The MicroLoan Foundation is a charity that helps women in Africa to set up their own small businesses. Our campaign is called 'Pennies for Life'. On a digital poster site, we created unfinished portraits of African women, made of pennies. Then we invited people to complete each picture by texting a donation. As soon as it arrived, the money dropped into place on the screen. Donors got a personal 'thank you' on the poster, and a credit on our microsite. And, from one poster site, in its first weekend, 21 women who had nothing now have their own small businesses.