Title	FUCK THE POOR
Brand	THE PILION TRUST
Product/Service	YOUTH HOMELESSNESS CHARITY
Category	B01. INTERNET FILM
Entrant Company	PUBLICIS LONDON, UNITED KINGDOM
Advertising Agency	PUBLICIS LONDON, UNITED KINGDOM
Production Company	SUPERGOOBER London, UNITED KINGDOM

Name	Company	Position
Andy Bird	Publicis London	Executive Creative Director
Steve Moss	Publicis London	Copywriter
Jolyon Finch	Publicis London	Art Director
Colin Hickson	Publicis London	Agency Executive Producer
Sam Holmes	Publicis London	Agency Producer
Jonathan Pearson	N/A	Director
Adam Dolman	Supergoober	Producer
Toby Conway/Hughes	Marshall Street	Editor
Andy Breese	Publicis London	Head Of Art/Design
Peter Bathurst	N/A	Director Of Photography
Dan Bennett	Absolute	Post Production
Tom Heddy	Wave	Sound Designer

Brief Explanation

The Pilion Trust needed to raise money fast. Our social experiment was designed to show that good intentions alone are not enough. That charities need money to survive. With The Pilion Trust’s shelter about to close we needed an idea that would reach a lot of people very quickly. We therefore created a deliberately provocative idea, designed not only to be shared, but also to be written about by journalists. With only a £500 budget, we created a highly shareable, newsworthy film asking the world for donations. We created a database of influencers and launched the film via Twitter, Youtube and Facebook. The film was an instant hit. But we knew that this wasn’t enough. We worked with volunteers from a local youth club around the clock to convert positive comments and sharing into donations.