The 100 Brands Project

Visa

from Robin of Shoreditch

00:00
150

To: Nicola McKelvey, Head of Consumer PR Visa Europe

Dear Nicola,

We haven’t met before so forgive us for a quick introduction. We’re Robin of Shoreditch, an anonymous group of creative outlaws looking to take from the rich and give to the poor. In this particular instance, the people of Haiti.

How? Well, we’re not rescue workers. And we’d be no good on a celebrity single. But what we can do is provide creative ideas that…

To: Nicola McKelvey, Head of Consumer PR Visa Europe

Dear Nicola,

We haven’t met before so forgive us for a quick introduction. We’re Robin of Shoreditch, an anonymous group of creative outlaws looking to take from the rich and give to the poor. In this particular instance, the people of Haiti.

How? Well, we’re not rescue workers. And we’d be no good on a celebrity single. But what we can do is provide creative ideas that can add value to businesses and brands. So we’re providing every one of Brand Z’s Top 100 brands with just such a creative idea.

And that includes Visa, you lucky blighter. Hence this idea, which we think could make your brand even bigger. In return, all we’re asking for is 1/10,000,000 (that’s one ten-millionth) of the value of the Visa brand as a fee. But not for us; we’ll then send on 100% of that fee to the continued relief efforts in Haiti. So please head over to justgiving.com/robinofshoreditch and send $1,635.30 over to DEC.

Now what you do with the idea is entirely up to you. But if you do want to chat about producing it, then do get in touch by emailing robin@robinofshoreditch.com. We think you’ll be surprised just how cheaply we could make it happen.

With our warmest regards,

Robin of Shoreditch

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The 100 Brands Project

Created by Robin of Shoreditch

Robin of Shoreditch is an anonymous group of creative outlaws looking to take from the rich and give to the poor.

We’re providing every one of Brand Z’s Top 100 brands with a creative idea that can make a difference to their company.

In return, all we ask for is 1/10,000,000 (that’s one ten-millionth) of the value of their brand as a fee. We’ll then send on 100% of that fee to the continued relief efforts in Haiti.

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Robin of Shoreditch is an anonymous group of creative outlaws looking to take from the rich and give to the poor.

We’re providing every one of Brand Z’s Top 100 brands with a creative idea that can make a difference to their company.

In return, all we ask for is 1/10,000,000 (that’s one ten-millionth) of the value of their brand as a fee. We’ll then send on 100% of that fee to the continued relief efforts in Haiti.

Visit blog.robinofshoreditch.com to see how we're getting on.

How it works

1. We’ve taken the Top 100 brands in Brand Z’s 2009 report. For each one, we’ve come up with what we suspect might be a business problem they’re facing.

2. We come up with a creative solution to that problem. Because we’re just providing the ideas and not the production, we’re not constricted by any pre-determined notion of what that solution is. It might be a new product idea, a mobile app, a script for a branded film... Whatever we think is the best way of overcoming the business challenge we’ve identified.

3. We send the idea (the ones you'll find on this channel) to each of the brands, along with an invoice that equates to 1/10,000,000 of the value assigned by Brand Z to each of those brands.

4. Once a brand has paid the ‘invoice’, we send 100% of that fee to the DEC Haiti appeal. We’re hoping to send $195,207.10. That is, we’re hoping every brand will pay.

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