
Oxfam is turning to crowdsourcing for a serious cause.
With the help of Coldplay, the international poverty and famine relief organization is crowdsourcing a special video to help spread awareness about land grabs, i.e., when big tracts of land in developing countries are gobbled up by the powerful.
Coldplay donated an acoustic version of their song “In My Place” for the video project, which is part of Oxfam’s GROW campaign. Oxfam is asking Coldplay fans and the general public to help spread awareness about land grabbing by creating and sharing a photo or video of themselves moving a favorite or everyday object from their home to somewhere it doesn’t belong. The other option is for people to film or take a photograph of themselves doing a personal or everyday action that they’d normally do at home, someplace totally different and wrong. All entries must be sent to Oxfam by April 2.
Director Mat Whitecross will use the crowdsourced footage and photos to create the final video that will be set to the Coldplay song.
Lots of brands have been turning to crowdsourcing over the past few years for their ad campaigns — just look at this year’s Super Bowl ads: Pepsi, Lincoln, Coke and Dorritos all had crowdsourcing elements. It’s nice to see people creating and sharing content to be part of a good cause, for a change.
More in Marketing

Is this X’s (formerly Twitter) final goodbye to big advertisers? It looks like it
In the packed DealBook conference in New York yesterday, owner Elon Musk bluntly told them to shove it.

Goodbye LinkedIn, Hello TikTok: The Return podcast, season 2, episode 6
WorkTok, or CareerTok, is in full force. Combined, those hashtags on TikTok have over four billion views and it is benefiting Gen Z.

Research Briefing: TikTok tops brands’ holiday wishlist
In this week’s Digiday+ Research Briefing, we examine how brands have been upping their TikTok investments this holiday season, how Lyft and the MSG Sphere are positioning themselves as ad opportunities beyond OOH, and how publishers are committing to building their events businesses in 2024, as seen in recent data from Digiday+ Research.