pieni ele was a black and white NGO fundraising brand that is present in voting places in Finland. They support disabled people all around Finland.

Problem
They came to us because people weren’t donating anymore as they used to. They needed to increase donations.

We looked into their brand and it was black and white, emotionless and built on bringing in pity donations.

Insight
People donate, when something makes them feel good, not bad. (see pictures for psychological reasoning)

Idea / creative strategy
We turned pieni ele into a feel-good brand, that always sparks positivity and spreads hope for a better world.