Marx Design 44 Thankyou No Small Plan
Creative DirectorRyan Marx
Design DirectorsManuel Payan, Tristan O'Shannessy
Team MembersJanine Bickerton, Rachel Dredge, Nicola Kearns
ContributorsKate Phillips, Drew Robertson, Think Packaging, The Binding Studio, Liam Carter
ClientThankyou Group PTY LTD
At the heart of every great movement for change is grass roots, community activism; this knowledge informed our strategy when approaching a campaign which required a big picture design solution.
After working with Thankyou on their New Zealand launch, we were tasked with developing a comms campaign for “No Small Plan”, an audacious idea to propel Thankyou beyond the Australasian market. The work needed to make a strong statement to be shared by passionate supporters demanding change.
Our design inspiration came from protest placards with their simple text, graphically bold and minimal with heartfelt calls to action. The goal was to make enough noise to get the attention of the two multinational brands and other major suppliers; it needed to go viral. The campaign called out to Thankyou's online global community, asking them to post a simple message "I’M IN, ARE YOU?" on social platforms and tag in @pandg & @unileiver, with the addition of a hashtag #thankyoutotheworld.
The nature of the posts was organic and creative, relying on supporters to add their personal touch. There were original songs, magic tricks, artworks and creative foodery, it truly felt like a runaway underground movement.
Thankyou's No Small Plan initiative extended a working partnership invite to P&G and Unilever, asking these superpowers of consumer goods to join them in making and distributing Thankyou products worldwide. The idea was that by bringing them on board it would give the movement access to millions more consumers and in turn, more funds to give to those in need. It was unprecedented, slightly cheeky and definitely not business as usual.
Thankyou is more like a social enterprise or a movement than a traditional consumer "brand", developing quality essentials for modern life and distributing the profits to change-makers around the world. Their goal isn’t just to tilt the scales of inequality, but to completely rethink the cycle of consumerism and ultimately end global poverty.
No Small Plan generated over 1.3 billion campaign impressions and 707 media features across 34 countries, with the added bonus of inspiring other businesses to reach out to Thankyou directly. While the project is still evolving the outcome is looking extremely positive, including a plan to announce "who’s in" on one of the largest digital billboards in the world in Times Square, New York City.