ABOUT

A digital trend took place where people were discussing the color of a dress and asking if its black and blue or gold we felt that this opened an opportunity to have a bigger discussion than something as insignificant as a dress.
We hopped on this meme and turned it into a meaningful message for out client 'The salvation army' by having an image of a woman in a gold dress that has been severely beaten with the line, 'Why is it so hard to see black and blue?'. The image and the message took the internet by storm and became a cyber phenomenon diverting the topic and becoming South Africa's most successful PSA campaign the image made it from the screen to print as well as headline news in including CNN and Fox news. within 24 hours we had over 30.6 million Twitter impression, 200 Global network broadcasts and over 100 million media impression worldwide. Not only did we get the word out there but we created a donation page linked to the image and had an amazing result in donation world wide.