Far more than “just advertising” and more than an attention-grabbing campaign, “Pay it forward” by FCB Inferno and The Big Issue (UK) is the world’s first resealable magazine and an effective driver of digital inclusion and the financial inclusion of homeless people. Even in these challenging and unusual times, it’s making a difference to vendors who need support with every single transaction.
In this “Couch Conversation” hosted by Jury Chairman Thomas Kolster, we all get to learn more about this initiative from Lara McCullagh (Executive Director- Big Issue Group) and Owen Lee (Chief Creative Officer- FCB Inferno). They share more about the process of creating this empowering initiative, how it works and what makes it special, above sharing some insights on the agency-client relationship and how they make it work.
After watching the couch conversation, and having read our initial article on them, I’m sure you’ll agree that the award is well deserved. Well Done, Pay it forward!