Depaul Trust Print IHOBO by Publicis London


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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Publicis London
Executive Creative Director Adam Kean, Tom Ewart
Art Director Robert Amstell
Copywriter Matthew Lancod
Producer Sharon Joyce, Colin Hickson
Released April 2010

Credits & Description

Category: Mobile Advertising
Advertiser: DEPAUL UK
Date of First Appearance: Apr 29 2010 12:00AM
Entrant Company: PUBLICIS, London, UNITED KINGDOM
Entry URL:
Art Director: Robert Amstell (Publicis London)
Copywriter: Matthew Lancod (Publicis London)
Executive Creative Director: Tom Ewart (Publicis London)
Executive Creative Director: Adam Kean (Publicis London)
Managing Director: Phil Mundy (Creative North)
App Developer: Scott Walsh (Creative North)
Producer: Sharon Joyce (Publicis London)
Producer: Colin Hickson (Publicis London)
Director (Live Action): Ned Miles (Mr & Mrs Smith)
Programmer (Stage 1): Simon Whitty (Whileloop)
Animator: Matthew Osbourne (The Mill)

English Synopsis
The Challenge: Depaul UK is a charity that aims to keep young people off the streets and off hard drugs. It needed more donations from affluent, socially-conscious 30-somethings. The Solution: We put a young homeless person on the iPhone. For 3 days, the fate of iHobo is in your hands. Treated well, he thrives. Un-cared for, his inevitable decline into hard drugs usage plays out on the screen. After living with him - and building a sense of responsibility for him - for 3 days, the app prompts you to donate with a revolutionary one-click text mechanism. The Results: Within just 5 days of the launch, iHobo had risen to become the Number One most downloaded app in the UK. With over 20,000 downloads a day.