WHAT'S YOUR PLAN?

In 2001, Foster Parents Plan became Plan International. To launch the new name, we let kids conduct unscripted street interviews, catching people off guard by asking what Plan was—leading to hilarious answers. The launch campaign was followed by a new fundraising campaign centered around the question: WAT BEN JIJ VAN PLAN? (WHAT’S YOUR PLAN?)

Agency: TBWA/Direct Company

Concepts - Gijs de Kogel, Leon Baaren

Copy - Gijs de Kogel, Leon Baaren

Artdirection - Leon Baaren, Gijs de Kogel

Director launch campaign - Gijs de Kogel

Director fundraising campaign - Jacques Vereecken