Muscular Dystrophy UK — Ben Gough

MUSCULAR DYSTROPHY UK

AGENCY:

ATOMIC

CLIENT:

Muscular Dystrophy UK

IDEA: Walk with Carmela

We were given Piccadilly Lights for one week to promote Muscular Dystrophy UK. Instead we collaborated with Eboy to create an interactive billboard. The more people who texted to donate, the more characters were added to the animation.

We used inspirational young girl Carmela within the the scene and encouraged people to walk to work and donate the money they save to MDUK. This meant the campaign could continue much longer and in different channels other than the one week on Europe’s largest sceen.

WALK WITH CARMELA

AGENCY:

Atomic London

CLIENT:

Muscular Dystrophy UK

ILLUSTRATOR

Eboy

We encouraged London to ‘Walk with Carmela’. A young girl who was walking around her garden to raise money for MDUK. We encouraged people to walk to work and donate their tube fare. Everyone who did so was added to a scene on the famous Piccadilly Lights.

We were given the iconic Piccadilly Lights space for one week.

The streets were empty at first.

As people donated, we added characters to the poster.

And by the final day the scene was full of characters representing the people who donated.

Eboy created an animated gif of Carmela, the cute 7 year old who is the face of MDUK.

tube posters.jpg