PROBLEM
Maytree Suicide Sanctuary's kettle is the charity's social media star (and a great piece of comms from a previous Cheil creative team), tweeting every time it boils a potentially life-saving cup of tea. But the kettle's social media account can't be all doom and gloom - once people are on board, how do we keep them checking in on the site (and hopefully donating?)
SOLUTION
Forget X Factor. Forget the Nobel Peace Prize.
To show its big personality, we helped the kettle kickstart the first ever 'Great British Dunk Off', a head-to-head competition amongst the nation's favourite biccies. It ran for seven days, getting engagement from McVities, Fox's and Maryland.
In fact, McVities loved the whole thing so much that they....
