The Kindness Card Experiment / Havas NYC
SITUATION.
A group of anonymous philanthropists approached us with a significant challenge: transform New York City into a more compassionate and empathetic community.
SOLUTION.
We initiated The Kindness Card Experiment to promote, incentivize, and propagate acts of kindness throughout New York City. Through this experiment, approximately 5,000 kindness cards were dispersed across the city's five boroughs, rewarding individuals observed performing acts of kindness. Each card carries a value of $10, which recipients can either retain for personal use or opt to donate to a charitable cause. Upon redemption, recipients are encouraged to pass the card along to the next individual they encounter demonstrating kindness, thus perpetuating the cycle of benevolent deeds.
SUCCESS.
We effectively implemented a thorough mobile campaign encompassing branding, visual system designs, web app development, AR Snap filters, and integrated digital/traditional Out-of-Home (OOH) marketing strategies. Our efforts culminated in the campaign being honored with the "Best Mobile Campaign" accolade at the 10th Annual Shorty Awards.
Credits
Toygar Bazarkaya
Chief Creative Officer at Havas Creative
Chief Creative Officer at Havas Creative
Paul Vinod
Group Creative Director at Havas New York
Group Creative Director at Havas New York
Olivia Reid Cooper
Art Director at Havas New York
Art Director at Havas New York
Matthew Sorensen
Art Director at Havas New York
Art Director at Havas New York
Sarah Fisher
Art Director at Havas New York
Art Director at Havas New York
Sean Hodes
Art Director at Havas New York
Art Director at Havas New York
Athanasia Efthimiu
Copywriter at Havas New York
Copywriter at Havas New York
Chamsseddine Abdelhafidh
Copywriter at Havas New York
Copywriter at Havas New York
Brett Stiller
Creative Technologist at Havas New York
Creative Technologist at Havas New York
Shina Lee
Art Director at Havas New York
Art Director at Havas New York
Jill Haefele
Senior Experience Design at Havas New York
Senior Experience Design at Havas New York
Jessica Cheung
Director of Digital Production at Havas New York
Director of Digital Production at Havas New York
Franco Jaramillo
Senior Digital Producer at Havas New York
Senior Digital Producer at Havas New York
Danny Wang
Director of Technology at Havas New York
Director of Technology at Havas New York
Rachel Roderman
Producer at Havas New York
Producer at Havas New York
Hanne Vaughn
Editor at Havas Studio6
Editor at Havas Studio6
Eun Sung Do
Animator at Havas Studio6
Animator at Havas Studio6
Christian de Biran
Content Creator at Havas Studio6
Content Creator at Havas Studio6
Joseph D'Amelio III
Content Creator at Havas Studio6
Content Creator at Havas Studio6
Eric Tang
Associate Director, Analytics at Havas New York
Associate Director, Analytics at Havas New York
Frances Durkes
Account Director at Havas New York
Account Director at Havas New York
Cherith MacRitchie
Account Supervisor at Havas New York
Account Supervisor at Havas New York
Andie Firestone
Media Supervisor, Connections Planning at Havas Media
Media Supervisor, Connections Planning at Havas Media
Lissette Calveiro
Associate Director at Havas Formula
Associate Director at Havas Formula
Jamie Casarola
Account Supervisor at Havas Formula
Account Supervisor at Havas Formula