| Titulo | Pennies for Life |
| Agência | MullenLowe UK |
| Campanha | Pennies for Life |
| Anunciante | The Microloan Foundation |
| Marca | The MicroLoan Foundation |
| Data da primeira Transmissão/Publicação | 2012 / 2 |
| Sector Empresarial | Acções caridade, fundações, voluntariado |
| História | The campaign asks the public to donate via SMS to activate the creative on screen and receive a personalised on-screen thank you message. The screens will show an incomplete image of a smiling African woman constructed entirely from pennies. Users will be invited to participate with message: “Your small change can make a big difference in Africa. See How. Text CHANGE and your NAME to 70777” Users will then donate a fixed amount by text and each donation causes a new batch of coins to fall into place on the poster image until eventually the picture of the smiling woman is complete.Completed images appear on penniesforlife.org.uk where donors can look up their contribution and see their coins tagged within the image. Donors can then share their contribution with friends via Twitter, Facebook or email. |
| Tipo de Mídia | Digital Billboard/Poster |
| Pós-produção | Absolute Post |
| Produtora | Rogue Films |
| Equipa criativa | Richard J Warren |
| Equipa criativa | Paul Hancock |
| Project Manager | Gidon Z. Cohen |
| Editor | Tom Cardo-Moreno |
| Realizador | The tubby brothers |