Wieden+Kennedy London has just launched its latest window installation: “Smileless Selfie.” In support of St Joseph’s Hospice, and in memory of the sadly departed Wieden+Kennedy Group Account Director, Cheryl Rogers, who, after working for Wieden+Kennedy for 13 years, was cared for and passed away at the hospice in 2014, the colourful window display on Hanbury Street mirrors Cheryl’s optimism and fun-loving nature.
“We decided to make the window a tribute to Cheryl's smile and her positivity”
The window invites passers-by to #donateasmile (and £1.00) to generate their “Smileless Selfie” with 100% of the proceeds going toward St Joseph’s Hospice. The installation is fun and easy to interact with. Visitors donate a mere £1.00 to have their picture taken, their smile digitally removed and receive a physical ‘smileless selfie’ to take away. Encouraged to share this picture with the hashtag #donateasmile, they can then raise more awareness for St Joseph’s and drive others to donate in kind.
Partnering with tech company Cohaesus, the installation was imagined by Wieden+Kennedy Creative team Philippa Beaumont and Artur Faria, who said of the idea: “Working on the window was an honour for us. Despite the fact that we never met Cheryl, her smile was something special that people that knew her best always talk about. So, we decided to make the window a tribute to her smile and her positivity. We know that life is precious and short and that we need to make the most of it. The simple act of smiling can make lives much better, and in this case, contribute to an amazing cause as well.”
“Smiling can make lives much better, and in this case, contribute to an amazing cause as well”
The window is only part of the agency’s fundraising efforts. Wieden+Kennedy London walked 10K on Friday, 27 May en masse from the agency to Victoria Park. The afternoon last week saw the agency in bright orange shirts plastered with huge pink smiles. A few pints were definitely sunk along the way, but we're assured this is exactly how Cheryl would have wanted it! A now annual event, the walk celebrates Cheryl’s life and raises money for St Joseph’s. W+K aims to add considerably to its to fundraising for St Joseph’s to date, which exceeds £36,000.
If you're in the area over the next few weeks, be sure to stop by the Hanbury Street office for the chance to snag your own smileless selfie. You can also donate via the campaigns Just Giving page or text BMCR59 and the amount (up to £10.00) that you'd like to donate to: 70070.