^{12 GIGS FOR 12 KIDS}

^{Client: O2

Channels: Social / OOH / Experiential

Challenges: Build online brand love for O2, promote War Child’s vital work, drive donations and sell out all 12 BRITs Week gigs.

Solution: We asked all 12 BRITs Week artists to dedicate their gig to a particular child, whose story was then brought to life in an animated film. These were shared on O2’s YouTube and Instagram feeds and reposted by each artist. Each child’s story was played on stage before their paired artist’s gig and was further communicated by posters, digital screens and the artist themselves, bridging the gap between the joyfulness of the occasion and the seriousness of the cause.}

^{Results: The most successful War Child BRITs Week ever with organic shares from The 1975, Jess Glynne, Enter Shikari, Anne Marie, Tom O’Dell, Idles, Mable, You Me At Six, Bring Me The Horizon, Tom Walker and Frank Turner. Without any paid social media behind the posts, the content earned 797,528 views, engagement doubled compared to the previous year, donations rose by 15% and the link between O2 and War Child was made clear, with 105,000 people now seeing O2 as ‘a brand that does social good’.}

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