Every year by Thanksgiving season, Amazon starts its donation matching campaign as part of a community program. Every raised dollar is destined to help its surrounding community, especially homeless groups.
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For their 2019 activation MediaMonks was chosen, and we managed to create a playful yet meaningful installation at Amazon headquarters, inviting the public to literally build a house as they donate, making the lives of numerous people better.
Once people donate, they can write a special message on a colored brick and place it into the house. As donations grow, the house gets built, spreading light and colors all around.
The name is "10 Million Dollar House" because the objective was to raise 10 Million as final donation, with 5 Million by the public then matched by Amazon. Gladly we were able to achieve this goal.
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I worked in this job as a creative, but also could help the team by illustrating some installation concepts and art directing.
Best moments
Spreading love is the core of the whole activation. Donators write special messages for the community and place it at the house, adding color and life to all the place. It also helps to get people's attention as they pass by. The goal is to get every brick space filled so the house gets built and donation milestones get achieved.
The bricks connect to the house by a magnetic system created by our production team. We have magnets marking each brick spot on the walls as well as small magnets on the corners of each brick. With them in hands, just choose a spot and place your message.
House production process.
Credits
Creative Director - Alex Fittipaldi // Creative Lead - Job Bakker
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MediaMonks Team
Alex Danklof, Alexandre Ciampi Fittipaldi, Angello Torres, Catherine Lee, Chris Kaliszewski, Chris Oliver-Byrne, Ciaran Woods, David Evans, Donny Hofman, Eugenia Massochi, Fabricio Medeiros, Fernando Castro, Ian Carrigan, Jamie Moodley, Job Bakker, Joey Serxner, Juan Manuel Martinez, Lucas Rodriguez, Luisina Ponce, Marcel Amaral da Silva, Nahuel Corbellini, Pablo Tajer, Patrick Gardner, Rhys Davelaar, Sebastiaan Scheer, Tara Conlin.
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HUGE thanks to everyone!
