Our longtime partner Save the Children was asking for our collaboration. They were experiencing a drastic drop in donations due to the serious financial crisis that was making people too anger and frustrated to donate. So Leo Burnett Madrid decided to use the anual budget for Christmas greetings on creating an act that would help them to get donations again.
We decided to unleash people’s anger and use it in a good way, so they could feel good again. It started launching a ton of viral videos with provocative messages from our agency to make people furious with us. Then, a week later, we released a website where anyone could unleash their rage against us in exchange for donations to Save the Children.