SIMPLE

Simple Acts of Kindness

Simple needed to create meaning for its brand platform Choose Kindness. To kick off the campaign, we created a short film that told a story about the ripple effect of everyday kindness, from walking an injured neighbour’s dog to offering free haircuts to job seekers during the pandemic. Then the brand set a goal of inspiring one million acts of kindness in partnership with Kindness.org - a nonprofit that uses science to inspire people to choose kindness in all aspects on their lives. For every story posted about kindness on Instagram, Simple and Kindness.org pledged to donate £5 to charity.

Role: Deputy Executive Creative Director, VCCP