Wrap Up London experiential charity campaign takes Gold at Marketing Week Masters Awards

For the second time this year, Sense’s Wrap Up London campaign for charity Hands On London has won a prestigious award. The Marketing Week Masters Awards recently honoured the activation, designed to drive coat donations to help the vulnerable keep warm during the winter, with the Gold award in the Charities and Non-Profit category.

The biggest of their kind in the UK, The Marketing Week Masters Awards cover everything in marketing from strategy through to execution. The judges honour work that combines creativity and innovation with eectiveness, setting new standards for the industry. Sense MD Lou Garrod received the award during a glittering ceremony held in London’s Tobacco Dock.

“We’re delighted to win a second award for Wrap Up London,” she said. “It was particularly pleasing because this was a pro bono agency initiative with no assigned budget and we were amongst some fantastic finalists, including WWF’s ‘Earth Hour UK’ and The British Army’s ‘This is Belonging’.”

Back in June, The Institute of Promotional Marketing also named Wrap Up London the best campaign in the Not For Profit, Charities and Public Sector category at its annual awards ceremony.

Every year, charity Hands On London gathers old, unwanted coats and distributes them to people living in crisis who need them. In 2017, over 20,000 coats needed to be collected, a huge increase on 2016.

“Our solution was to wrap up London’s most famously exposed residents – its statues!” explained Garrod. “We toured the capital clothing iconic figures in toasty red parkas, including statues of the refugee children of Liverpool Street and ambassador for youth addictions, Amy Winehouse. Each statue was wrapped up nice and warm, each with the charity call to action stitched in as a label. Branded comms supported the initiative.

“Millions of Londoners who had passed these statues on auto-pilot almost every day of their lives did a double take. The message was so clear it needed no explaining – just when and where to leave unwanted coats.”

The campaign was highly successful, with an impressive 26,000 coats being donated to help London’s most vulnerable people, beating the target by over 20%!

This year, Sense will once again be clothing London statues to help prevent cold-related deaths. Coat collections take place from 12-14 November. For more details on where to drop an unwanted coat, please visit http://www.wrapuplondon.org.uk

Find out more about last year’s Wrap Up London campaign.

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