#the200challenge
Shackleton
Issue 55 | June 2020
Agency
Shackleton
Creative Team
Manuel Echavarri, Pablo Sforza, Celia Martínez, Nacho Gómez
Production Team
Manuela Zamora, Cristina Cortizas, Paloma Martín, Nacho Rengifo Digital Production Team Lucía García, Patricia Torregrosa, Marta Paz, Francisco Ortíz
Other Credits
Account Team Elvis Santos, Inés Crespo Social Listening & Big Data Analysts José Carlos Vicioso, Marta Pinilla PR & Social Media Abelardo Bethancourt, Borja López, Covadonga Cebrián, Alberto González, Auxi Gutiérrez, Triana Sobrino, Cristina Barberá
Date
March 2020
Background
Public health authorities everywhere recommend people maintain a distance of 200cm from each other in order to avoid the spread of Covid-19.
Shackleton wanted to remind as many people as possible of this by enlisting the support and help of businesses and institutions around the world.
Idea
#The200Challenge gave companies and organisations the means by which they could modify their logos and increase the letter spacing (tracking) to 200, in synch with the 200cm personal exclusion zones people were being asked to maintain.
Thus, every time someone saw a brand name they would be reminded that for the time being it was vital that they give each other space.
Results
By the end of April, 1,318 brands in 34 countries had modified their logos, generating a potential reach of 516 million people.
Our Thoughts
This idea of logo stretching became commonplace after a few weeks of the crisis but it was still new when Shackleton invited brands to join in. Did McDonald’s get the idea from them to widen the gap between their arches? Perhaps, perhaps not. The fact remains, the idea worked in early March and is still working now in early June as a necessary reminder we need to stay apart.