OXFAM

THE 100%

A Call to come together

How could one possibly help put an end to a herculean situation like world poverty on their own? The truth is not one person can do it on their own. In fact it will take all 100% of us to do so. Collectively working together to break down social injustices and cultural barriers to accomplish something so big.

Oxfam was in need of their first brand campaign to launch in the U.S. and tasked with spreading the word at a time of unimaginable division. Rather than focusing on the negatives of the situation or polarizing viewpoints, this campaign focused on what unites us as a whole. The cause for common good and basic human rights for all 100% of us.

1:1 Short Series

To help spread the word, this campaign focused heavily on the social front. The executions consisted of multiple short film series that featured the 100% community. Recruiting celebrities, human rights activists, and lifelong educators across the globe to tell their first-hand accounts of being ambassadors to the 100% movement in these 1:1 segments.

The 100% Community

The 100% campaign needed a home and that home became the community landing page. This interactive experience consisted of all 100% ambassadors and encouraged users to explore their interactive stories and first-hand accounts from all over the world.