Shelter Promo, Case study HOUSE OF CARDS EXHIBITION by Leo Burnett London

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United Kingdom
Agency Leo Burnett London
Executive Creative Director Jonathan Burley
Art Director Richard Brim
Copywriter Daniel Fisher
Released September 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SHELTER
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: LEO BURNETT, London, UNITED KINGDOM
Executive Creative Director: Jonathan Burley (Leo Burnett)
Copywriter: Daniel Fisher (Leo Burnett)
Art Director: Richard Brim (Leo Burnett)
Design Director: Domenic Lippa (Pentagram)
Design Director: Jeremy Kunze (Pentagram)
Media placement: TV House Of Cards) - M2M Various) - 21/12/2008)
Media placement: Poster - 3x House Of Cards) - Tube Stations London) - 01/12/2008)
Media placement: Ambient - Glastonbury - Glastonbury - 24/06/2009
Media placement: Print/Ambient - Live Posters - Around London - 14/09/2009
Media placement: Digital - Card Idol - National - On-Line - 01/08/2009
Media placement: Exhibition/Poster/Brochure/Invite - London - 24/09/2009
Media placement: Print - Pack Of Cards - National - 24/09/2009

Results and Effectiveness
The campaign was exposed to over 7 million eyeballs; generated over £1,000,000 of free media coverage; led to a 1600% increase in the number of online discussions on the housing issue; and helped secure several new government initiatives to prevent repossession. Shelter also built relations with a new support base – the hundreds who submitted artwork for the competition; the thousands who visited the exhibition; and the hundreds of thousands who voted in the competition, followed its progress in Metro and visited the online gallery. Furthermore, the auction and the sale of the cards raised over £150,000 for the charity at a time when their usual donations were down.

Creative Execution
The House of Cards Exhibition consisted of the ultimate deck of cards, each card being created by a high-profile artist such as Damien Hirst, David Bailey and Vivienne Westwood. To raise further publicity, one of the cards was opened up to the public in a nationwide competition backed by Metro, the winner being decided by an online public vote in which over 300,000 people participated. And in the days leading up to the launch London’s street artists were recruited to create further hype by creating a live poster campaign. Finally, to ensure the idea lived on after the exhibition finished we created an interactive online gallery and produced limited edition, collector’s item packs of the cards, with all of the profits going to the charity.

Insights, Strategy & the Idea
Shelter is the housing and homeless charity. Following the 2008 economic collapse, their cause was greater than ever –150,000 households were predicted to be in temporary accommodation by the end of 2009. We were briefed to create awareness of this and to help generate new funding. Our solution was the campaign idea of ‘House of Cards’, a universally recognised metaphor for fragility which was rolled out across multiple channels – TV, print, online and ambient. However there were already a whole range of other good causes out there fighting for the public’s attention, so we decided to take the campaign to another level with the House of Cards Exhibition & Auction.