Toyota asked us to come up with a social philanthropic initiative that would help them give back during their typically successful holiday sales event. With almost no media budget, the best way to get the word out was to attach ourselves to a cultural phenomenon.
That cultural phenomenon? The selfie. One of the world’s most narcissistic tendencies, but with a simple language change, we were able to turn it into a mechanism for doing good. We created the selfless selfie. In other words, #selflessie.
The ask was extremely simple. Take a Selfie. Hashtag with #Selflessie. And $50 would be donated. I don't think we could have made it easier.
This program became so popular at one point it became one of the top trending tags on Instagram. Not bad for such a scrappy program and the goodwill of those who decided to help out and spread the word with us.
This program spread so fast even celebs started to help spread the word. I won't name, names but you can see for yourself just a couple who decided to join the program. Even a friendly mascot from the largest hot dog chain in the US decided to help with such a great cause.
Agency: Saatchi & Saatchi LA
Creative Director: Chris Pierantozzi
Copy: Tal Wagman