Global Angels is a fundraising organisation aiming to equip communities in poverty to turn their lives around. With a corporate identity unsuitable for much of their activity, Global Angels asked us to create a promotional brand campaign.
With no media budget, we created the ‘Step Up’ campaign. Rolled out internationally through the Hard Rock Café in 50 countries, we used our iconic ‘impression of an angel’ as a backdrop and a wooden soap box to invite people to ‘Step Up’ and be an angel. To kick off the campaign we used Marksteen Adamson to photograph celebrities ‘stepping up’ at the launch party. The photographs were then signed and auctioned to raise further funds for the Global Angels cause.
On November 6th, 2007 Global Angels took over the NASDAQ, MTV and Reuters screens in Times Square with an animated presentation of Global Angels, for the celebrations for the launch of Global Angels US.
7 years later, the impression of the angel is still used as the campaigning face for Global Angels.