Jeans for Genes is one of Australia's iconic event brands. To celebrate the event’s 25th year in the market, the team at Children’s Medical Research Institute (CMRI) wanted to make an impact. They put the brief out to pitch and March One was invited.
[caption id="attachment_356864" align="alignleft" width="255"] After six months of chemo, Linke, who had leukemia, was given no hope of survival. Her mother Rene sent 130 emails to doctors around the world. She was soon on
a plane bound for Australia and a clinical trial. Within
a month she was in remission. That was three years ago.[/caption]
As a specialist in brand campaigns for the charity sector our approach to this brief was markedly different to that of the other agencies. We create what we call ‘campaigns of purpose’, which are the result of a tailored creative process that we follow. Campaigns of purpose are different to most campaigns in that they are emotionally complex, authentic stories and have a clear and…