Continuing my theme that Amsterdam is rapidly becoming the world's leading capital for creative excellence, here is more proof. This is a fantastic idea for a foundation whose purpose is to assist pregnant women and their babies in Africa who are infected with HIV.
The foundation is called “Orange babies” and the agency is Ogilvy Amsterdam.
Here’s what they did:
They knew that from 6th to 10th December something vaguely obscene called “the Millionaire Fair” was being held in Amsterdam. So the agency created "The Giant Orange Babies Scratch Lottery". Here they sold scratch tickets in the foyer, for 1 Euro each to the "wealthy visitors" (some might say greedy, since they were persuaded to buy tickets on the understanding that every one was a prize winner). Each scratch ticket had a box saying "your prize", which was scratched open, to reveal the winning amount. The surprise was that it revealed how much they had to donate not what they'd won. So it said stuff like “donate £50 euros” and "donate 10 Euros a month". Making it a real reverse lottery. As a result they collected no less than 25,000 Euros for the charity.
Watch the film here and you’ll see the reactions of shock when these super rich people realise they’ve been had. But what can they do? They hand over the cash. Obviously the free press coverage was huge. As is the idea.