Collaborative and creative approach creates pixelated Christchurch fundraiser

  • Creative
  • October 17, 2011
  • Deirdre Robert
Collaborative and creative approach creates pixelated Christchurch fundraiser

When it comes to the latest fundraising initiative for Christchurch, it’s a case of both what you know and who you know. Pixels for Christchurch launched last week at the Yoobee flagship store in Auckland’s Britomart. With the helping hand of brand development agency FlyCreative and Shortland Street star Kiel McNaughton, among others, artist Shane Hansen’s artwork ‘Arohanui Otautahi’  was broken down into 100,000 pixels that were made available for public purchase. The ultimate goal is to raise $100,000 for Christchurch and so far over 18,000 pixels have been sold.

McNaughton sparked the original fundraising idea, and with a few handy family connections, the idea took on a life of its own. Hansen, who is McNaughton’s cousin, suggested his artwork be broken down into pixels for sale, at a cost digestible to the public. Pixels are available for purchase in blocks of 10, meaning each donation is valued at $10.

McNaughton then went about enlisting the services of his brother Isaac to take care of the website and Facebook integration side of things, meanwhile Hansen’s cousin Johnson McKay, director at brand development agency FlyCreative, took care of the project’s art direction, marketing and sponsorship. Kiel and Isaac's dad Warwick McNaughton and extended family member Leanne Molloy round off the project's family connections.

Left: Kiel McNaughton, Center: Shane Hansen, Right: Johnson McKay

“We wanted to do something from our own skill set using our time rather than just pulling $500 from our pockets to donate,” said McKay.

McKay acknowledges it’s difficult to pinpoint when the very last pixel will be sold, but the goal is to reach the $100,000 mark by Christmas.

McKay’s workplace client connections have also enabled the project to get funding backing from TelstarClear, with Yoobee getting on board by creating the Auckland launch event.

Having previously lived in Christchurch, Hansen has a lot of personal connections with the city. His artwork has been created as an emotive message of support for those affected by the Christchurch earthquakes. The original, painted on pine in Canterbury colours with the word Arohanui nestled within the intricate swirls of colour, will be auctioned to raise more funds for the Pixels For Christchurch appeal.

Find out more about the project in the video below or check out the Pixels for Christchurch website,

Youtube Video

The image so far...


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