In a nutshell
Exciting customer experience for World Vision exhibition areas at events across the UK which took a scene of fear and using decoder glasses magically turned it into a scene of hope creating the feeling of empowerment and change for good in a short amount of time.
The brand and the brief
World Vision asked us to create an interactive and educational way of increasing face-to-face engagement to encourage child sponsorship at events and festivals. We looked to create a bespoke, highly engaging consumer experience that showcases World Vision’s international work at exhibitions, festivals and shopping centres around the UK.
The devil is in the detail
I assisted in the ideation and led the production of this engaging customer experience at events across the UK for World Vision. The idea was ‘reactive’, a quick way of engaging with the stand and grabbing attention as well as creating a buzz.
I developed a way of eliminating a colour in an image (with a lot of print tests and pantone matching) using coloured (decoder) glasses, using this technique, I created a large canvas scene (with the help of a talented illustrator) which showed a scene of despair and fear which, when you view it through the glasses, turns into a happier scene of hope. The glasses empowered the wearer, clearly revealing the incredible difference that they could make to a child’s life.
One of the aims was to increase dwell time at the stand so fundraisers could elaborate on the work World Vision do and acquire child sponsorship sign-ups, the large banner meant there were many elements people could look at and the fundraisers could pick one story and concentrate on that as a tool. This was not only a fun activity for children to spot all the differences and see changes in the faces and scenes but it was very educational.
The scene showed numerous issues that World Vision work towards eradicating (abuse, child marriage, child soldiers etc) and showcased the ways in which they help for example, children labouring would be instead playing and enjoying childhood, or a soldier would turn into a doctor, and even rocks and rubble would turn into livestock or an essential water pump (take a look below to see the full image).
The canvas was held up by a large bespoke structure I designed to be collapsable, sturdy and light for transportation and easy set-up. Pull-up banners were used for the smaller events like shopping centres. These banners concentrated on one character or story and eliminated words from copy to create a new message as well as using the changing imagery. These got a large amount of interest in shoppers passing by. Public were encouraged to keep the glasses as they were also able to ‘decode’ and this would also spread interest at the event.
The exhibition was seen across the UK in shopping centres, festivals and in high footfall public areas such as London’s Southbank. During the exhibition the number of sponsorships smashed our KPI targets and World Vision saw an increased interest in the stands, overall the client was delighted with the outcome, they told us that the fundraisers found the banner a highly useful tool to pick out and tell different stories.