SEPTONA&Make-A-Wish Campaign, "Ithaca"

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Client's Objective: The well- known brand SEPTONA & Make-A-Wish-Greece, joined their powers in order to change the perspective of sadness around children illnesses and make the public get inspired & more involved in the process of making wishes come true.

Insight: Making wishes come true, offers to all the ill children, the psychological strength they need to fight and even overcome their illness.

Idea: Ithaca

Rationale: Every hero has an Odyssey but also a wish. This wish is his own "Ithaca". Make-A-Wish-Greece, makes sure that the hero, reaches his/her Ithaca.

Strategy: To achieve our goal we combined 2 things: 1. The most memorable moment for a Greek parent: watching his child on the stage of a school theatre reciting a poem 2. One particular & favorite for many, Greek poem: Ithaca, of Constantine P. Cavafy which tells the story of Odysseus, who against all odds, returned home to Ithaca. What kept him going was his wish to get there! And that alone, made him a hero!

Campaign: The campaign consist in one campaign video, portrayed both on TV and Social Media and Digital Materials that all direct the user in a custom made microsite inside the SEPTONA website, to make their donation at Make-A-Wish-Greece or buy Septona products to support the cause of Make-A-Wish-Greece.

Digital media campaign and fundraising microsite for the greek chapter of “Make-A Wish”.The concept was inspired by the arduous journey of Odysseus as it is decribed
in the poem “Ithaka” by Constantine Cavafy. However, this journey is just an allusion
to the journey though life that each person must go through to reach his Ithaca, his personal goal.

Every child with a critical illness has a long healing journey to endure. A wish is an inherent healing part of the journey and “Make-A-Wish” is commited to granting it to
every child that meets their criteria. Our client, Septona is a staunch supporter οf MAW.

The boat “Ithaca”

Every child with a severe desease has to endure a long and difficult journey. Make a Wish is commited to aid these children by granting them a wish, an important part of the healing journey.