FightMND.
Not-for-profit charity FightMND, to raise awareness of motor neuron disease (MND), has released a digital beanie in a fundraising campaign for Big Freeze 11 via creative agency SLIK.
The digital beanie reimagines the big freeze blue beanie in a new digital format, making it accessible to all Australians.
"We came to SLIK with a pretty big challenge, take a cherished woollen beanie and put it on people’s phones. And make it fun. And make it simple,” FightMND CEO Matt Tilley said.
"And make sure it respects all the history of our mighty campaign. SLIK accepted the challenge and delivered on it. We love our digital beanie!”
The new website allows supporters to purchase a digital beanie, customise it with their name and a range of digital badges and share it across social media.
This year’s campaign also follows the recent appointing of Neale Daniher, FightMND co-founder, as Australian of the Year.
SILK creative director and partner Alex Schieder said that working with FightMND on an iconic campaign was an honour.
“Our goal was to extend the reach of the Big Freeze and empower supporters to express their solidarity in a way that’s as easy as it is meaningful,” Schieder said.
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