SUB CATEGORY :

AMBIENT: SMALL SCALE

COMPANY ENTERING :

SAATCHI & SAATCHI AUSTRALIA, MELBOURNE

TITLE :

DONATION DOLLAR

BRAND :

THE ROYAL AUSTRALIAN MINT

ADVERTISER :

THE ROYAL AUSTRALIAN MINT

AGENCY :

SAATCHI & SAATCHI AUSTRALIA, MELBOURNE

CHIEF CREATIVE OFFICER :

MIKE SPIRKOVSKI

EXECUTIVE CREATIVE DIRECTOR :

SIMON BAGNASVO

CREATIVE DIRECTOR :

LEE SUNTER

ART DIRECTOR :

PETER CVETKOVSKI

COPYWRITER :

ADAM FERRIE

EXECUTIVE PRODUCER :

LUCY TRENGOVE

DIGITAL DESIGN :

JARRYD HOOD

HEAD OF DESIGN :

MATT ALPASS

FINISHED ARTIST :

JULIET SYMES

ACCOUNT DIRECTOR :

JAMES CAMERON

ACCOUNT MANAGER :

HARRIETTE CURTIS

PR AGENCY :

HERD MSL, MELBOURNE

PR STRATEGY & ACCOUNT DIRECTOR :

STEPH BANNO

PR & EARNED MEDIA TEAM LEAD :

ROB TOLAN

GROUP MANAGING DIRECTOR :

SKYE LAMBLEY

ENGLISH CONTEXT EXPLANATION :

DONATION DOLLAR IS DESIGNED TO REMIND US TO GIVE, NOT ONLY IN TIMES OF CRISIS, BUT ALL YEAR ROUND. IT’S AN OFFICIAL CIRCULATING COIN, WHICH CAN BE SPENT LIKE ANY OTHER $1 COIN, BUT WHEN DONATED, HELPS MAKE AN ON-GOING IMPACT ON THE LIVES OF AUSTRALIANS IN NEED, AND CREATES A GENEROSITY LOOP THAT LASTS GENERATIONS. ONE COIN MINTED FOR EVERY SINGLE AUSTRALIAN, CREATING OVER 25 MILLION INDIVIDUAL, DAILY REMINDERS TO GIVE. IF EVERY AUSTRALIAN DONATED JUST ONE DONATION DOLLAR EACH MONTH, WE’D RAISE AN ADDITIONAL $300MILLION FOR CHARITY EACH YEAR, AND $9BILLION OVER THE COIN’S 30-YEAR LIFECYCLE.