2019 Print & Publishing

PAY IT FORWARD

Silver eurobest Award

Demo Film

Presentation Image

ClientTHE BIG ISSUE
Category B02. Innovative Use of Print
TitlePAY IT FORWARD
Product/ServiceTHE BIG ISSUE
Entrant FCB INFERNO London, UNITED KINGDOM
Idea Creation FCB INFERNO London, UNITED KINGDOM
PR FCB INFERNO London, UNITED KINGDOM
Production ARCHER'S MARK London, UNITED KINGDOM
Additional Company THE BIG ISSUE London, UNITED KINGDOM
Additional Company 2 MONZO London, UNITED KINGDOM
Credits
Name Company Position
Owen Lee FCB Inferno Chief Creative Officer
Fred Levron FCB Worldwide Creative Partner
Ben Edwards FCB Inferno Creative Director & Lead Art Director
Guy Hobbs FCB Inferno Creative Director & Lead Copywriter
Martin McAllister FCB Inferno Creative Director
Jessica Giles FCB Inferno Senior Art Director
Austin Hamilton FCB Inferno Senior Copywriter
Bridie Scriven FCB Inferno Senior Creative Producer
CC Clark FCB Inferno EMEA Director of Communications
Laura Pirkis FCB Inferno Senior Strategist
Lucie Newlan FCB Inferno Senior Strategist
Becci Salmon FCB Inferno Joint Design Lead
Matt Johnson FCB Inferno Senior Artworker
Isabelle Soskice FCB Inferno Senior Account Director
Gemma Corridan FCB Inferno Account Director
Nikki Chapman FCB Inferno Director of Production
Hanna Davis FCB Inferno TV Producer
Jack Margerison Jack Margerison Photography Photographer
Lara McCullagh The Big Issue Group Marketing & Communications Director
Myles Desenburg Archer's Mark Director
Kirsty Lane Archer's Mark Producer
Lewis Isaacs Monzo Vulnerable Customer Specialist
Kunal Singhal Monzo Engineer
Paul Cuthbertson Monzo Engineer

Cultural / Context information for the jury

The Big Issue is a UK magazine sold by those facing poverty, as an alternative to begging. Established in 1991, The Big Issue has sold over 200 million magazines; however, the world has drastically changed since its inception. The introduction of free magazines and the rise of free content online has resulted in the decline of magazine sales. Once seen as a radical solution to dismantling poverty, the British public now perceive The Big Issue as “that homeless mag”. Simultaneously, recent years have seen the rapid rise of a cashless society, making street vending increasingly difficult. The Big Issue cannot migrate their business online as the physical transaction must remain with the vendor. We needed to find a way to drive brand reappraisal and tackle the challenges of selling to an increasingly cashless society.

Explain how the work innovatively used the print / publishing medium.

By outfitting every magazine that a Big Issue vendor sells with a QR code that links to their bank account, we’ve uniquely revitalised a flagging business with modern technology. Each magazine essentially becomes an advert for both the Big Issue and the individual vendor, tapping into customer’s innate desire to help those in need and giving them a quick, seamless and immediate way to do so. This is the world’s first resellable magazine, and the Pay it Forward model is an initiative that could be applied to other products designed to induce charitable giving.