Burn your way to Money

To continue the theme of 'fire' and Publicis Mojo work, this is a cool little idea to encourage charity donations. On the site, you can pay $3, choose steam or fire, and see your chosen method of destruction blast away a block of ice. There is $40,000 dollars trapped inside, which all goes to the support the Auckland City Mission. Apparently it is a metaphor for the city's poor families during winter, but to be honest it is interesting because it is an innovative way to get small donations. More charities should be embracing these short-term, awareness raising campaigns alongside their long-term cause driven communications (see the TCT events). It's also another great example of people wanted things to happen in the real world when they are clicking around online.