B&T’s Campaign Of the Month October 2023 — Sam Kerr Leads Red Cross & Uber’s Clothing Drive

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  • Red Cross Free Package Delivery
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Uber and Red Cross’ clothing drive has won B&T’s Campaign of the Month for October, serving as an exercise in using talent and earned media to drive real-world results.

The campaign, featuring Matildas maestro Sam Kerr, was pulled together by Uber and Red Cross’ marketing teams. Hello Social managed the talent creative and influencer content, while Herd MSL and EssenceMediacom managed earned and paid media, respectively.

Prodigious managed AI creative production and We Know Video produced the video content in the campaign.

The campaign saw more than 100,000 kilos of preloved clothing make its way to new homes as a result of the campaign and its execution.

The initiative, which took place on 21 October, was designed to encourage Australians to donate their unused clothing from their doorstep with a free Uber Package trip, enabling the Australian Red Cross to raise funds for vulnerable communities. The donations delivered double the initial target and provided enough to fully stock four Australian Red Cross Shops for an entire year.

It marks the most successful donation drive in the last five collaborations between Uber and the Australian Red Cross.

“It’s such a smart initiative. I’m always donating clothes to keep my wardrobe light. The hardest part is always getting round to dropping them at an Op Shop, so having Uber making it easier than ever to donate, for free and to a good cause, is just amazing,” Kerr said.

The earned campaign was supported by a ‘Cost of Giving’ research report, revealing almost half (48 per cent) of Australians expressed a desire to donate more to charity but cited financial constraints this year as a significant hurdle. This was visually brought to life via an activation on Bondi Beach, using artificial intelligence to symbolise the 109 million pieces of unused clothing sitting in Aussies’ wardrobes that could
instead be donated to charities like the Australian Red Cross. The demonstration generated widespread intrigue, with millions of organic views across Instagram and TikTok.

Campaign Credits:

David Griffiths, Head of Marketing, ANZ
Anna Viney, Brand Marketing
Peta Fitzgerald, Communications Director, ANZ
Claire McAdam, Mobility Communications Lead, ANZ
Chanelle Murray, Social Media Lead, ANZ
Vince Lam, Social Media Associate, ANZ

Australian Red Cross
Caroline Elton, Head of Marketing
Kira Reed, Head of Corporate Communications
Rachel Tharrat, Senior Media Adviser
Lucy Bayne, Senior Marketing Manager
Catherine Frohlich, Marketing Manager

Hello Social – Talent Creative & Influencer Content
Partner/MD: Sam Kelly
Creatives: Aaron Tyler & Chris Burke
Director of Client Experience: Maddie Marovino
Group Account Director: Ed Popa
Senior Account Manager: Jordan Sisson
Strategy Director: Matt Pearce
Executive Producer: Thea Carone
Producer: Kat Camrass
Head of Talent: Melissa Woodward
Head of Design: Seamus McShane
Deputy Head of Design: Kevin Barker
Art Director: Sam Brand
Designer: Cody Waters

Herd MSL, Publicis Groupe – Earned Media
Peter Galmes, Chief Creative Strategist
Yasmin Armes, Group Account Director
Janete Sampaio, Senior Account Director
Kallie Hunter, Account Director
Rachel Ecclestone, Senior Account Manager
Mirna Elsabie, Account Manager
Annie Greiner, Account Coordinator

Prodigious – AI Creative Production
Sam Bruce, VIdeographer/Editor
Dylan Neill, Animation Director
Matt Brunner, VFX Director
Sarah Cloutie, rHead of Production

Essence MediaCom – Paid Media
Nathaniel Thompson
Patrick Fakiye
Matt Leahy
Marine Turner
Cordelia Ong

We Know Video – Video Production
UK Director: Charles Copsey
UK Cinematographer: Luke Dryden
Managing Director: Jack Shanahan
Editor: André Rodrigues

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