Agency: Rapp Argentina

Objectives

Our objectives were:

  • To raise money for rural schools.
  • To get people to know Haciendo Lio, a new non-profit organization.
  • To gain popularity through coverage in local media with zero investment.

Strategy

To begin, to call attention to the campaign, we recruited three of the most important and influential artists in the country, who created new designs on real 2-peso bills to launch the campaign. This activity inspired more celebrities, unknown artist and aficcionados, and painting bills quickly became a popular trend. Instagram, a social network full of young talented artists, was an essential medium for spreading the campaign.

In the end, we put all the painted bills on auction because, thanks to the viral trend, they had become valuable pieces of art. This helped us raise even more money for our cause.

Creative solution