Illness tears, hope heals

Creative idea

More than 300 critically ill people seek help each year because they cannot afford to begin treatment. That’s why last year’s annual charity marathon by Public Broadcasting of Latvia, Dod pieci! (High Five!), raised funds to support them. In collaboration with local artisans, the integrated omnichannel campaign was literally crocheted, bringing to life the message “Illness tears, hope heals.” United by this idea, the Latvian nation raised more than a million euros for the treatment of critically ill patients – setting an all-time record in the 11-year history of the charity marathon.

Brand name: MAGIC
Advertiser / client: Latvijas Sabiedriskais medijs SIA
Product / service: Charity marathon Dod Pieci! (High Five!)
Campaign name: Illness tears, hope heals
Agency network: INDEPENDENT AGENCY
Agency: MAGIC, Riga
Web address: https://dod.pieci.lv/
Agency chief executive officer: Andris Rubins
Creative director: Laura Lapiņa
Art director: Dace Izabella Grundšteina
Copywriter: Laura Lapiņa
Account director (agency): Sandra Ulste
Illustrator: Harijs Grundmanis
Director: Harijs Grundmanis