We worked with Save the Children at Shackleton to recruit volunteers. The idea was simple: a call to action that didn’t just ask for time but inspired people to give it. By tapping into people’s short attention spans, we challenged their priorities with a simple question: "What comes first for you?" The campaign resonated and went on to win Spain’s first-ever Yellow Pencil in D&AD advertising.
We launched a follow-up the next year, replacing the sadness of the previous campaign with smiles, laughter, and a bold decision to have the kids look directly into the viewer’s eyes—without a trace of sadness or aggression. This time, we focused on highlighting the joy and fulfillment that come from helping others when you choose to direct your attention to what truly matters.
