FCB Inferno’s most recent campaigns have delivered a global impact in more than 65 countries, generating two billion social shares and press coverage reaching a total of 11 billion people.
It focuses on using a deeper understanding of human behaviour to connect with the target audience and create real change, recruiting teachers, encouraging women to exercise, or alerting parents to the dangers of online grooming.
Judge Rachel Walker said: “Stood out as the favourite. Nicely written entry.” Creativity and originality play a key role in forging the connection by developing platform ideas, apps, social experiments and snap chat filters.
All of the agency’s strategists train in behavioural science and one noticed commuters in London walking past Big Issue sellers to go into a coffee shop and came up with the Change Please initiative. Homeless people were trained as baristas and paid the London Living Wage. Six carts across London sell more than 1,000 coffees every day.
Change Please has taken 12 people off the streets saving the taxpayer £360,000 a year. and Change Please coffee beans are now for sale in more than 370 Sainsbury’s stores. Sales continue to generate funds for the campaign.
FCB Inferno continues to use the agency’s skills and expertise as a force for good through projects promoting female empowerment, tackling homelessness and illiteracy, and help the world most vulnerable children.