Not all superheroes wear spandex tights and possess other-worldly powers that defy the laws of physics. Some just have an inhuman capacity and willingness to help others. And these are the kinds of superheroes that are honoured in a new spot by creative agency Don’t Panic and Unit 9 directors Greg Hardes and Jacob Proud for not-for-profit organisation Save the Children.
In its first piece of work for World Vision since winning the not-for-profit’s account at the end of last year, Sugar & Partners has released a new campaign that enables Kiwis to contribute capital to the entrepreneurial endeavours of people living in disadvantaged circumstances throughout the world. Launched via a series of billboards that pose the question ‘What if the next Richard Branson, [Mark Zuckerberg, Larry Ellison or Trelise Cooper] couldn’t afford to start up his [or her] business?’, the campaign serves to remind viewers that even the most successful people needed that initial investment to get their ideas off the ground.
Marketers could be excused for thinking that not-for-profit sector brands learn from commercial consumer brands, not the other way around. But Insight’s Steven Giannoulis says developing a new brand for a long-established NFP organisation has been a salient reminder of the wider, strategic roles that a brand can play.