Resistruments
Winner
Excellence in Brand Strategy and Creation
Branded CSR Activities – Social
Details
The fundraising campaign for ArtHelps is intended to generate attention and financial support for the newly established Creative Hub in Kiev. The idea: RESISTRUMENTS - Instruments made from weapons. Built and played by Ukrainian kids and teenagers during the first workshop at the new Creative Hub. Support posters in the ArtHelps shop, social media clips, and a music video generated thousands of new followers, interactions, and reports within a few weeks - as well as over €100,000 in donations.
The Jury‘s Statement
The non-profit organization ArtHelps has launched "Resistruments", an initiative that not only generates financial support for the establishment of a Creative Hub in Kiev, but also sets a strong signal for peace and reconstruction. By transforming war weapons into musical instruments played by Ukrainian children and youth, this campaign attracts attention in a shockingly creative and impressive way. The broad response in the form of donations, new followers and international reporting underscores the power of the idea and its implementation." Resistruments is thus a remarkable example of how brands can make a sustainable contribution to society through creative and socially engaged activities.
