The Polish Red Cross feeds a lot of hungry children in Poland, and rely on donations to make this happen. So to encourage more donations among the people who can afford to give - restaurant goers - they made a new way of laying your cutlery o the plate. If fork & knofe to the side is good manners for "I'm done with my food", then fork and knife as a plus sign is very good manners for. "I'm done with my food and you may add X% to my bill so I donate to the Red Cross". It's a very clever way of getting people to participate and the case study shows how well it worked.

Agency: Cheil Poland Marcin Talarek - Creative Director Wojciech Kowalik - Creative Maciej Kozina - Creative Piotr Zawałło - Designer Michał Sierzchuła - Animation Krzysztof Korolewski - DTP Jakub Kozina - Web Designer Digital Studio - Web Development Agata Wołkowicka - Producer (Agency) Maciej Sobieski - Project Manager Maria Smoleńska - Project Manger Barbara Marzec - Project Manager Aleksandra Monczak - Project Manager Laura Abdall - Social Media Zbigniew Borowski - Social Media FDR Studio - Animation Adrian Pawłowski - Producer (Film Fiction) Kazimierz Zbąski - Director

Comments (4)

  • Kat Smith's picture
    Kat Smith (not verified)

    Love this idea. Hope it works!

    Mar 07, 2014

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.