Design for Something Better
Challenge:
Run For Something Better is a kids marathon sponsored by financial giant ING. It aims to fight childhood obesity by supporting underfunded school athletic programs, and raises money by offering bright orange shoelaces in exchange for donations of $10 or more.
ING asked Armchair to design a website for Run For Something Better that would demonstrate the importance of the cause, explain how the program works, and inspire visitors to give.
Solution:
Armchair decided that opening site visitors’ wallets would require opening their hearts first. So we shone a spotlight on the people who would most benefit from Run For Something Better: the kids.
First filming in video, then hand-outlining frame by frame, Armchair opened the site with a dynamic, warm experience that featured a young girl and her thoughts while running.
Armchair’s animation instantly engaged the visitor and established a compelling emotional connection to the cause.
Results:
Run For Something Better raised tens of thousands of dollars through the website Armchair designed.
And as a result, kids involved in ING’s program ran more than 800,000 miles.
