Ice Bed
Nedbank
Issue 33 | December 2014
Agency
Joe Public
Creative Team
Chief Creative Officer: Pepe Marais Executive Creative Director: Adam Weber Creative Director: Roanna Williams Art Director: Martin Schlumpf, Monique Kaplan Copywriter: Amy Auret, Annette de Klerk
Production Team
Agency Production: Melanie Kempen
Other Credits
Account Executive: Khuthala Gala Account Director: Phindi Ndezekeli, Mpume Ngubese
Date
June 2014
Background
Every winter, Nedbank runs their Warmer Winter campaign, where they donate funds towards providing blankets to underprivileged people nationwide, and call upon the public to do the same. This year, Nedbank wanted to do more than just ask for donations; Nedbank wanted to engage with the public in an impactful way and bring the plight to life.
Idea
Nedbank gave people the opportunity to experience how it feels to sleep in the cold with an innovative piece of outdoor: a bed carved completely from ice. Placed in an area with high pedestrian traffic, the 2-ton ice bed made the difficult circumstances faced by the needy tangible and showed how easily anyone could help with a simple text message linked to a donation line.
Results
The campaign, which was also supported by radio, was well received on social media channels, with #warmerwinter trending on Twitter. All monies raised went towards warm blankets for cold people across the country.