ART DIRECTION AND DESIGN
CAMPAIGN
The Great National Coin Drop
Winner, Best in B2C Fundraising, Inspire Awards 2025
As Lead Designer, I created the visual identity for The Great National Coin Drop, a national campaign inviting Australians to donate their leftover foreign coins to UNICEF at Travel Money Oz stores. I delivered a cohesive campaign across retail, airports, out-of-home, digital, social and video that made giving feel simple and tangible, and it went on to win Best in B2C Fundraising at the 2025 Inspire Awards.
The Brief
The Great National Coin Drop invited Australians to donate their leftover foreign coins to UNICEF at Travel Money Oz stores. The campaign needed to reach travellers wherever they were, from airport to store to screen, and show how a handful of spare coins could make a real difference for children.
My Role
As Lead Designer, I led the creative development and delivery of the national multi-channel campaign across in-store retail, out-of-home, airports, digital, social and video. I worked closely with the partnerships, brand and marketing teams to make sure every asset was on brand and ready for production.
My approach
I turned the campaign strategy and impact messaging into one visual system that made giving feel tangible and easy. Clear, simple messaging linked each coin to a real result for children, and a consistent look tied every touchpoint together across channels.
Outcome
The campaign won Best in B2C Fundraising at the 2025 Inspire Awards. My creative leadership was recognised internally as critical to its success, and the campaign significantly strengthened UNICEF’s long-term partnership with Travel Money Oz.