ING launches Dreamstarter ‘Gifts That Give’ initiative via VCCP Sydney and media agency UM
With social consciousness on the rise in Australia, ING’s Dreamstarter initiative is helping support and grow small businesses that are tackling big social issues.
And in a collective effort between ING, UM and VCCP, ‘Gifts that Give’ quite literally puts these social enterprises and the products they make in the shop window.
In an integrated campaign that utilises NFC technology and bespoke dioramas created to cleverly dramatise the social benefits of the many ingenious and sustainable products on offer, Sydney shoppers can now buy ‘little gifts that make a big difference’ directly from shop windows using their phones.
Supported by interactive OOH and pre-rolls, ‘Gifts That Give’ brings an online market place to the streets at a time of year when more and more people are looking for gifts that have a social impact, on the environment and in our communities.
‘Gifts That Give’ features everything from pamper packs that help women in refuge, shampoo bars that help eliminate plastic in your bathroom, reusable coffee pods that help prevent millions of pods going to landfill every day, ethical fashion lovingly handmade by new migrants and refugees, delicious products keeping indigenous recipes alive, and many more.
Says VCCP Creative Director, Paul Sharp: ‘It’s been great to get the Dreamstarter message out there in such a positive way, but from a production perspective, never work with animals or children, or people shorter than 50mm’.
“It’s not every day you see a pitch idea come to life,” said Rhonda So, Group Account Director at UM. “With Dreamstarter being such a unique and socially conscious initiative, the intention was to elevate people’s interaction with the program by turning our media into digital shopfronts via a truly novel interface.”
Adds ING’s sustainability manager, Shannon Carruth: ‘Gifts that Give’ are just some of the little ways local social enterprises are making a big difference in Australians communities. We’re proud to be a part of each business’ success and future with our Dreamstarter initiative.”
The ‘Gifts That Give’ pop up shoppable storefronts can be found at the following addresses:
• The ING Lounge at 60 Margaret St, Sydney NSW 2000
• 75 Crown Street Darlinghurst, 2010
• 147 Enmore Road, Enmore NSW 2042
• 69 Smith Street, Fitzroy VIC
All product can also be purchased HERE
Client – ING
Head of Marketing – Fiona Nicol
Brand Lead – George Exikanas
Senior Brand Manager – Nicole Metcalf
Brand Manager – Helen Colville
Sustainability Manager – Shannon Carruth
Agency – VCCP
Executive Creative Director – Gary Dawson
Creative Director – Paul Sharp
Copywriter / Art Director – Georgie Waters & Felix Ettelson
Group Account Director – Kim Ellis
Media Agency – UM
Group Director – Rhonda So
Partnerships Manager – Nick Rutherford
Shopfront Production – Habitat
Artist – Jason Cristopher
Film
Production Company – Eight
Director/Photographer – Jay Topping
2 Comments
Nice work, grown up, interesting and for some great causes!
To be clear – the original “Dreamstarter” idea was Soap Creative’s.
But this is a lovely extension! Well done.