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MAYTREE: GREAT BRITISH DUNK OFF

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....

RIPPED IT OFF