PRICE TAG by BBDO Denmark for Red Cross

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PRICE TAG

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Denmark
Agency BBDO Denmark
Creative Director Tobias Lykke Aggergaard
Art Director Mikael Furbo-Sørensen
Released February 2012

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Advertiser: RED CROSS
Product/Service: RED CROSS
Agency: BBDO DENMARK
Creative Director: Tobias Lykke Aggergaard
Art Director: Mikael Furbo-Sørensen
Account Manager: Thomas Sonberg
Account Manager: Thomas Sonberg
Other Credits: Susan Thor

English Translation of Main Headlines
This is what the text said inside the price tag:

Far too many families in Denmark can’t afford Christmas

Buy an aid voucher at the register at your SuperBest or text “christmas aid” to 1414, and you will contribute 100 kr. + regular text fee.

*The fee is paid via phone bill. The service is provided by Red Cross, Blegdamsvej 27, 2100 Copenhagen Ø. 35259200.

Ambient Execution Description
Brief
Help Red Cross raise money for Christmas aid for poor families in Denmark.

Solution
We raised the prices of traditional Danish Christmas goods to an extortionate level at one of Denmark's biggest supermarket chains, SuperBest. For example, Christmas cookies were priced at DKK 25995 instead of DKK 17.95 – to show how it feels not to be able to afford Christmas. Subsequently, you could donate a sum at the register, or via text message. And, of course, still buy your Christmas cookies at DKK 17.95.

Result
The campaign raised over 1 million kr., enabling Red Cross to provide Christmas aid for over 2000 poor families.