Agency Y&R looked to Loco to support Oxfam in their efforts to raise awareness of and engagement with their online shop. A well-established international development and social justice charity, Oxfam have also been a stalwart of bargain hunters and vintage lovers for generations with their first shop opening in 1948 and setting the trend in 2007 as the first UK charity to have their own bespoke online shop. The challenge, nearly a decade on, was to help the brand to raise even more funds through its online shop to better enable them to fight poverty and provide disaster relief around the world.
We were thrilled to support the full production of 4 videos to showcase Oxfam’s ‘Good Karma’ campaign. Under the direction of Rob Toay, we organised a shoot at The Camden Studio where members of our cast of Oxfam Online shoppers each got to receive a box filled with Good Karma made real. For each shopper, art director Edd West helped deliver wondrous surprises, such as a flurry of colourful feathers, the flight of mechanical butterflies, a burst of beautiful flowers, and the warm glow of good vibes.
Our postproduction team then edited the footage into 4 films, adapting each to fit the ratios of widescreen for website viewing and square for mobile-friendly display. Working closely with Y&R’s creatives, we added animated elements to bring to life the collage of branded artwork and messaging. The films were created and delivered both quickly and effectively, to get the message out in time for the autumn and winter shopping seasons. After a week, the films had each earned 200k-500k views, inspired high social engagement and spread plenty of good karma across Oxfam’s channels.
(This is a compilation of the videos. It is mute.)