Grey Poland partnered with a local brewery to make a new beer brand, and turned it into a self-sufficient donation engine for the Rak’n’Roll charity foundation which works towards the improvement of the quality of life of cancer patients.
Collecting money for charity is hard and occasional, which is why the Rak’n’Roll decreased its income by 20% in 2017, so Grey Poland came up with this interesting way of helping this noble cause.
1500 bottles were created, and with each sold bottle a donation of 50 Eurocents was made to the foundation. Remaining income was spent on brewing the next batch of beer.
Furthermore, the beer name is the registered charity number. If consumers add it to their tax form, donation will be transferred to Rak’n’Roll.
According to Grey Poland, before the end of the tax year they already managed to gather 50% more tax based charity donations than in 2017.
The conceptual and creative partner of the campaign is Grey Poland. Other companies involved in the campaign: Cohn&Wolfe, Shootme, Wołowski & Partners Studio, IndaHash, Lettly and MediaCom.
