The Knock On Effect
ST. VINCENT DE PAULTHE CHALLENGE
During the pandemic, Vinnies needed to re-invent their iconic Door Knock Appeal to suit our new “hands-off” environment.
The Door Knock appeal was an annual event that saw many volunteers go around the community, knocking on doors to raise awareness and request donations. With the newfound challenges of the pandemic and its limitations, Vinnies were forced to change their approach, and find new ways to stand out to generate much needed donations.
After 30 years, it was time to modernise the Vinnies way for a Covid, and post-Covid world.
THE APPROACH
Opening doors to new opportunities.
Motivated by the rich history and Australian-wide impact of Vinnies, creativeXpeople created the Knock On Effect, both a campaign and an identity that embraced a personalised focus, while still recognising and harnessing The Doorknock Appeal’s legacy.
The campaign recontextualised the essence of the appeal for a new digital era, allowing the Knock On Effect to happen at anywhere, anytime. Showcasing the impact of the good works of Vinnies. Something they could use throughout the year. Ultimately, it’s your impact that opens doors for others.
We established a unique visual identity, tone of voice, and series of print and digital collateral for Vinnies to inherit and evolve. The brand concept used striking photography to shine a light on the ripple effect of the impact of Vinnies’ work, whilst creating a sense of familiarity using the brand’s iconic colours.
This sustainable approach aimed to enable the Knock On Effect for generations to come.
