Lead agency: Unity
Who came up with the idea?: Unity
Who signed it off client-side?: Mark David, Rhythmix
Who delivered it?: Unity
“How do you protect a tiny charity that’s being bullied by a global mogul?”
That was a question Unity had just three hours to answer when they offered pro-bono support to a charity which happened to have the same name as the X-Factor group Rhythmix (now of course known as Little Mix) and found themselves embroiled in a David and Goliath trademark battle.
Borrowing the language of the X Factor – through #CowellMustPay – they asked the public to vote for the charity instead of the pop group on the show, donating £1 to the Rhythmix’s legal fee fund rather than to the show and, effectively, to Cowell.
The campaign immediately caught fire, amassing over 700,000 social impressions in just 48 hours and generating support from the likes of Stephen Fry and Russell Brand.
The national media also agreed that it was Simon’s “TIME TO FACE THE MUSIC” with coverage appearing on the BBC, The Sun, The Independent, The Mirror and many more.
The noise created was simply impossible to ignore – and Simon finally stepped in. Simco Ltd withdrew its claim on the name and made a significant monetary contribution to the charity.
And to think: four days previously, Rhythmix and Unity had been perfect strangers.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.