Art Direction, Branding, Content Creation, Photography, Styling
Attract the next gen of donours to Operation Smile.
Right now our ME-generation cares about aesthetics and convenience. We want to do good, but "don't have the time" to go out of our way.
Therefore, we need to intergrate goodwill into the things they already do.
Introducing a new project — SMILE
We’re going to define modern goodwill. You can call this projcet an "anti-brand" if you wish. It's fresh and changes with trends, meaning: an adaptive brand identity system.
Launch project on Instagram
We made apparel. By building goodwill into the goods we sell, we can drive the next gen of donors to support organically by investing in the things they like. The lines between looking good and doing good blur.
So we figured the only way to educate the youth in a way that's relevant, is to include something that they get with their purchase. Surpise! An information booklet.
You get freebies with your purchase to help drive donations. Each item you purchase comes with your personalised SnapScan code. Each donation you drive towards your code earns you a reward. Incentivized donations means more free stuff.
In Studio Shots