The brief: Create an online bookstore with a unique point of difference to Amazon
The response: Give away all the profits to charity
We created a whole new genre of brand with Good Books, the world’s first zero expenditure charity. It built charity into the fabric of everyday shopping through inserting a new, philanthropic middle person into the bookselling value chain. The authors, publishers and distributors were happy. Oxfam was happy. Our merry bands of volunteers were happy. The recipients of the donations were really happy. Such a unique global model deserved a unique creative campaign. The result was a series of multi award-winning works of pure genius brought to life with the love and support of the world’s powerhouses of animation and sound – with not a cent changing hands. This once pioneering idea has now been repeated across multiple brands worldwide.