The "Word Depot" Case

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  • BRIEF
    Promote and raise funds for the Literacy Foundation.
     
    SOLUTION
    Sometimes, it’s only by paying for something that we realize its true worth. The idea? To sell words. Which is why, for the first time since Facebook was created, we made the Facebook status payable by selling words for each update, as part of a fully integrated “word” selling campaing.
     
    RESULTS
    Facebook users helped raise funds for literacy and increase awareness for the Foundation with every status change. We sold more than 7,000 words, some for as much as $500, a record fundraising campaign for this foundation.
     
    Accolades
    2010 New York Festival - Integrated campaigns - Silver
    2010 Cannes Lions - Media - Shortlist

    Advertising Agency: Bleublancrouge
    Creative Director: Gaétan Namouric
    Art Directors: Frédéric Roux, Laurent Salles
    Copywriter: Maxime Paiement