The Fresh Start Project

Posted by IAB Australia On November 22, 2010 Research & Resources


October – November 2010 winner: The Fresh Start Project
Creative Agency: Amnesia
Media Agency: Starcom
Industry: Real Estate

Campaign Information
Designed to bring to life’s message about giving people a fresh start, the campaign aimed at building a new home for a family in need.

As users interacted with, they collected ‘bricks’ which they could donate and could publish their involvement on Facebook.

The one million brick target was quickly reached and in partnership with Habitat for Humanity Australia, the house build got underway. It was built in two weeks and the progress was monitored through social media channels and video updates on the campaign site. On November 20th, 2010, the Abednego Family (refugees from Southern Sudan) took the keys to their new home.

Judge’s Comment
A great initiative for the brand, getting community support for a project that’s relevant as well as being worthwhile – would hit home for anyone looking at the property market. Nicely done.



IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.