February 2009
Miami brand development and design firm, Pumped, has launched ‘Make Change,’ a new public service announcement for The Million Penny Project.
Helmed by Kenneth O'Brien and Pumped President/Creative Director, Carlos Peña, the 30-second spot shows pennies positioned on a white background one by one till they form an image of two hands in a gesture of giving.
"This is the first time we've drawn on our professional experience and industry partnerships to create a brand designed to have a lasting impact in our community," Peña said.
"We've approached this endeavor with the same tenacity we bring to our roster of clients."
The Million Penny Project is a fundraising campaign that invites the community and local businesses to collectively donate their financial and professional resources for a range of different causes.
Peña launched the Million Penny Project as an initiative of Pumped's non-profit arm, Pumped for Change.
"We are creating partnerships with a multitude of organizations and vendors to support charities in the community by developing and effectively executing fundraiser strategies," said Peña.
"Our efforts are always to benefit the leading organizations focused on providing relief and solutions to the social need."
"This was an irresistible project on both strategic and creative levels," said Brainchild Creative's Jef Loeb, who served as Co-creative Director and Writer on ‘Make Change.’
"Strategically, Carlos' idea of developing a means for people to contribute to their community, despite the economic crisis, was a major conceptual breakthrough. Meanwhile, the visual intrigue and complexity of the time-lapse paint-by-pennies approach combined with the too-obvious-to-ignore simplicity of asking people to 'make change' resulted in one of those executions that you really do want to watch again and again."
Loeb enlisted an award-winning post-production team to build the Miami-shot footage into a compelling visual presentation.
San Francisco's Phoenix Editorial with senior editor Bob Frisk cut the spot and handled visual effects and color correction.
Composer/Sound Designer David Della Santa of Volume Music + Sound scored the spot and wrote the lyrics.
Since its release, Loeb has fielded inquiries about the music from several unlikely sources, the office of the Mayor of San Francisco, among them.
There is now talk of releasing a full-length version of the song on iTunes, with donations benefiting the organization.
Additionally, Pumped for Change has been approached about creating Million Penny Projects in other communities nationwide.
"Our goal all along has been to initiate and inspire action," said Peña.
"This is a starting point and we're exciting to see where it leads."
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