Australia’s music elite join forces with GPY&R in ‘Signed Finds’ business drive for Vinnies
George Patterson Y&R Sydney has developed a multi-platform campaign for Vinnies designed to drive foot traffic through the charity’s 253 stores across NSW.
It’s called Signed Finds and works on a very basic principle. Leading local and international music artists* have autographed and donated pre-loved, personal items that will be hidden in Vinnies outlets throughout the state. The fans of these bands (numbering in the millions) will receive hints about the shirts’ whereabouts through a dedicated Facebook page and then hit the stores to find them.
They might not find the shirt first time, but they’ll likely walk out with some other Vinnies classic.
Says GPY&R, Sydney ECD Julian Watt: “It’s a highly creative business initiative, and exactly the sort of thinking we’re pushing in the agency. Everyone wins. One of those self perpetuating ideas.”
Adds Luke Simkins, senior creative at GPY&R and long-time Vinnies shopper: “Signed Finds is one of those creative perfect storms.Recording artists get to do something cool for their fans and fans can get their hands on an amazing piece of memorabilia – all while helping people in need.”
Julie McDonald, Community and Corporate Relations Manager for Vinnies said, “We’re delighted and honoured to be working with George Patterson Y&R on such an exciting project.
“It’s a win-win situation for everyone involved because by shopping or donating to Vinnies, you are directly supporting the most marginalised and disadvantaged people in our community,” Julie added.
The initiative officially kicks off today – December 5 – and will continue throughout the festival season and for as long as fans seek out signed items from their music idols.
To get live updates of the artists who have joined Signed Finds, visit signedfinds.com.au and search for “Signed Finds” on Facebook and Twitter.
ECD: JULIAN WATT
CONCEPT: LUKE SIMKINS
ART DIRECTORS / DESIGNERS / CREATIVES / WRITERS:
NATHAN DUNN, DAVID JACKSON, STEVE IANNELLO, BEN AKERS, MICHAELA BROWN, LUKE SIMKINS
PLANNER: MICHAELA BROWN
ACCOUNT MANAGEMENT: EMMA BOYLE, PAUL COLES, CORINA OBOROCIANU
PRODUCERS: ALEX HAY / BOHDI LEWIS / LUKE SIMKINS
FAVOURS: EVERYONE
*artists participating so far include Sneaky Sound System, Neil Finn, Matt Corby, Moby, Urthboy, Tex Perkins, The Tongue, Horrorshow, COG, Faker, Kimbra, Peter Garrett, The Wombats, Freelance Whales, Fitz and the Tantrums, The Hungry kids of Hungary, Avalanche City, Gotye, John Butler, Jimmy Barnes, Georgia Fair, Sally Seltmann, Big Scary, Bliss N’ Eso, Boy & Bear, The Living End, Because They Can, The Joe Kings, Boy In A Box, Roscoe James Irwin, Guineafowl, Sarah Blasko, The Vines, (I, A Man) The Holidays, Illy, Jebediah, The Rosebuds, Leader Cheetah, Papa vs Pretty, The Walking Who, Oh Mercy, Blue Juice, Holly Throsby, Julia Stone, Kid Kenobi, Tim and Jean, Art vs Science, Feeding Edgar, Cloud Contol, Chromeo, Children Colide and Passion Pit.
36 Comments
Nice logo. What was the brief? Make it completely fucking unreadable?
Seriously good.
I heard about this a while ago through FB. I think its my favourite idea of the year.
What a fabulous idea, kudos to everyone involved.
Really nice guys – well done!
Nice one Luke!
I love this idea, but can’t help but wish they’d chosen a fresher method that putting clues on facebook – just feels so done, especially lately. Lovely thought though.
this is really cool. nice.
Great work Luke,
and you’ve also reminded me how uncool I really am by not knowing 75% of these new-fangled acts.
Now I’ve had a second look, make it 90%.
Great work Lukey (& co). Very cool !
Huh? you are a twat. It’s a great idea and has been executed perfectly for the target market. If that logo was any more legible it would be in Arial. But I guess if you’re jealous as hell and you can’t pick holes in the idea, I suppose it’s the next best thing to pick on the execution.
Great idea Lukey! shame the entire office of GPY&R had to wrangle their names on the credit list in hope of scoring some metal, and a ticket out the door.
Good luck mate I hope it scores big for you….and we know where it came from.
Awesome idea for a great cause. Gold all the way.
Yeah that’s solid. When you are doing a Vinnies ad – it’s gotta be of a pretty high standard…this is that.
Damn!
best thing that agency has ever done, by far.
Great idea, lots of fun, should work a treat.
Tend to agree that the “logo” is a tad compromised in legibility.
LIke the general idea and look of the logo, but do think it makes the reader work a little too hard (basically an issue with the “F” and the “in”).
I reckon a little tweak here and there would make all the difference.
Just an honest opinion, but I guess someone will howl obscenities at me for expressing it given the general run of things on here.
I like this – there’s a bigness about the idea that takes Vinnie’s away from obvious images of poverty towards what the brand offers younger people – cool clothes at a fraction of the price, with a real human benefit to boot.
The type gripe doesn’t bother me – this is an online campaign not outdoor – so people have got time to read and absorb the logotype and as it’s rather ‘Rolling Stone-ish’ in style, it fits the concept, too.
As for the media selection – I’m assuming this is a charity, without a big television budget, so I don’t agree with the ‘Not another clues on Facebook’ comment at all .
Online is where Vinnie’s younger customers live – so it makes sense to talk to them there. As a group they seem to like interactivity and they’re certainly not hanging out with 7, 9 or 10 to catch the next CSA from the Sally Army on the telly.
As a drive for traditional Christmastime donations this is really fresh, interesting and different, so well done.
For the sake of the beneficiaries I sincerely hope it works.
I want the Muse tee. Where is it?
Lovely idea and hope Vinnies do well because of it.
Original and beautifully crafted. What you’d expect from Julian.
What I like is how the concept could be expanded. It could include sports people next, or designers, basically any niche. I’m interested to see how they grow it.
What I like is how the concept could be expanded. It could include sports people next, or designers, basically any niche. I’m interested to see how they grow it.
Well done LUKE
Hate to be a killjoy, but 2300 likes on the Facebook page isn’t exactly stellar considering the effort that’s gone into it. If everyone who liked the page bought a $5 Vinnes T-Shirt, they would have made 11,000. Don’t get me wrong, it’s an amazing idea. But unless they start finding ways to get people to the site, it’s going to die a death.
great work gents!
“….best thing that agency has ever done, by far.”
This would be Australia’s oldest advertising agency?
Fucking hell GPY&R. There’s self promotion and there’s this.
Are you serious? I can’t believe how many so called creatives think that by doing a treasure hunt is innovative and original. Jay Z and bings code was awesome yes but this and virgins bike treasure hunt are the lowest common denominator.
I hope it works for Vinnies but seriously there is nothing new about this, or the typography either which appears to be the same as the Y and R logo!
This campaign is no reason to suck yourselves off seriously.
macca…
Where have you been, I’ve been waiting two days for your special brand of Hater Aid.
Let out man, just let it out.
I haven’t been to my local Vinnies in a while, but this idea will definitely get me foraging through the (moth-ball scented) racks. Love it.
Five minutes, macca – just you, me and a baseball bat – that’s all it would take and the world would be a much better place.
Seriously.
A gold star for that boy Simkins. Excellent work!
Weill done Simko and GPYR great idea – great cause. Macca and Huh? crawl back under the rocks you came from you battlers – honestly, Xmas must be a real hoot
with you and your bitter views on everything.
Well done guys. Nice idea and execution.
love the look of this. beautifully executed.
Luke may have thought of the idea but can thank Julian that this idea is what it is.
Awesome idea well executed! And yes, I DO work at Patts!