Charity Initiative
Advertising thrives on fresh perspectives. Too often, whether client or agency, we fall back on formulaic solutions. It’s totally understandable of course. If something looks familiar, then it makes us feel comfortable. And we all prefer to remain ensconced in our comfort zones. Particularly as we’re under pressure to maximise ROI. Recessions often act as a deterrent to the adventurous spirit in us all. So faced with the choice of a solution that feels familiar – or one that we’re unsure about because we’ve got nothing to measure it against – we’ll generally play it safe and keep a tight grip on the comfort blanket.
This is why we so often see aesthetic and conceptual trends in advertising. ‘They’ve done that and it worked so we’ll do something similar’. A while back, it was all folksy soundtracks, washed out visuals and groups of attractive young bohemians working together to create something wonderful. Conversely, this is why ideas that buck the trend (and those confident enough to support them) generally do very well indeed. Gorilla was original. It was unlike anything that had preceded it. It didn’t follow a set pattern. And, love it or hate it, that’s why it worked. People like to be surprised. We all see the same things everyday. So if someone suddenly pops up and shows us something different, we’re intrigued.
Which, circuitously, leads me to this Scottish website. By no means a revolutionary leap. But it shows that we don’t always need a Gorilla to stand out. It’s particularly ingenious at a time when purse strings are being tightened to within an inch of their lives. A digital expression of the high street charity shop, this combined charities website doesn’t ask for money. No fluorescent jacketed students to be avoided here. Instead, they’ve created a wish list.
It’s a simple catalogue of items that people may already have and wish to donate: a laptop; console games; clothing; a digital camera; a specialist talent; an answer machine and – it being Christmas – a pair of socks (fascinatingly, for the Mission to Seafarers charity to give to Filipino sailors who arrive unprepared for the Scottish climate). It offers an opportunity to unload unwanted items and be simultaneously charitable. Turning consumer into philanthropist. Simply brilliant.