Thankyou is more like a social enterprise or a consumer movement than a traditional consumer “brand", developing essential products for modern life and distributing the profits to change-makers around the world. Their goal isn’t to tilt the scales of inequality, but to completely rethink the cycle of consumerism and ultimately end global poverty.

After working with Thankyou on their New Zealand launch, we were asked to develop their “No Small Plan” campaign, an audacious concept to propel Thankyou beyond the Australasian market. Thankyou extended a partnership invite to P&G and Unilever, asking these superpowers to join them to make and distribute Thankyou products worldwide, giving the movement access to millions more consumers and in turn more funds to give to those in need. It was unprecedented, slightly cheeky and definitely not business as usual.

The work needed to make a bold statement which could be shared by passionate supporters demanding change, our inspiration came from protest placards with their simple text and heartfelt calls to action. The goal was to make enough noise to get the attention of the two multinationals and other major suppliers, it needed to go viral. We called out to Thankyou’s online global community, asking them to post a simple message “I’M IN, ARE YOU? on social platforms and tag in @pandg & @unileiver, with the addition of a hashtag #thankyoutotheworld.

The nature of the posts was organic and creative, depending on supporters to add their personal touch. There were original songs, magic tricks, artworks and creative foodery, it truly felt like a runaway worldwide movement. The result was over 1.3 billion campaign impressions and 707 media features in 34 countries, also inspiring other businesses to reach out to Thankyou directly. While the project is still evolving the outcome is looking very positive, watch this space!