Brave the Shave campaign
Campaign routes
Fundraising pack and Microsite design
The brief
Brave the shave is one of Macmillan's largest fundraising products and my brief was to push the product creatively to try to beat last years target of £2m with a new target of £5m.
Creative solution
A copywriter and I chose to pitch 2 creative approaches. These were fun, emotive and would appeal to the target audience of new young fundraisers, in different ways.
After some development, the emotive route was picked. We then took this idea and pushed the headlines and the photography with great results - the final total was £7.5m. This helped us set up Brave the Shave as one of the pivotal fundraising products for Macmillan.
You can also visit the latest microsite here. Which I art directed and produced all the updated illustrations.
Photoshoot day