A Gift Worth Giving
Non-Profit Heifer International
Type Integrated Ad Campaign
Problem Too many people are giving meaningless gifts.
Insight People tend to give multiple meaningless gifts instead of a truly meaningful one.
Big Idea Just one Heifer donation is worth much more than multiple meaningless gifts.
Execution A series of print ads showing groups of meaningless gifts arranged in the shape of possible Heifer donations, a museum installation comprised of meaningless gifts hanging in the shape of a heifer, a bull sculpture in downtown New York City made up of meaningless gifts, a partnership with Amazon, a way to track your donation and it’s worth, and a donation drive to giving meaning back to meaningless gifts.
Art Director Alyssa Thompson
Copywriter Micaela Kraker
Created Fall 2023
Museum Installation
Pop-up museum installation, filled with hanging items that are usually thought of as meaningless gifts, one perspective shows the gifts in the shape of a Heifer cow.
Print Ads
The image of a possible Heifer donation (cow, pig, chick) made up of meaningless gifts whose value adds up to the value of the donation.
Heifer’s Charging Bull
Statue of a cow made up of meaningless gifts facing off with the Charging Bull.
Digital Partnership
Partnership with Amazon where the “This item is a gift” checkbox prompts users to add-on a Heifer International Donation to their purchase to make their gift a more meaningful one.
Track Your Donation
Website where user can track their donation and receive updates on the status of the family who received your donation and what they’ve done with it.
Experiential
A partnership with Goodwill, this donation drive is an experiential event that takes donated meaningless gifts and repurposes them, with a percentage of profits going towards Heifer International’s donations.
Consumers can participate in a donation drive and donate all of the meaningless gifts they’ve received over the years to donation boxes sponsored by Heifer in big cities and strip malls across the country. After the two-week donation period has passed, the meaningless gifts will be taken by Goodwill and processed into their stores to be sold. A few weeks after the drive, there will be a second two-week period where a percentage of the profits that Goodwill makes (around 10%) goes to Heifer International for donations.
Please Note: This project has not been approved or commissioned by the client. This was created solely for a class.