Ice Mission for Auckland City Mission

You have only a couple of days to see it before it melts so get in quick. The Ice Mission site asks users to text FIRE, WATER or STEAM to break down a large ice block and help raise money for the Auckland City Mission. It's from Publicis Mojo NZ who have been doing some great work lately. The only downside is when nothing is happening the video is so static and there doesnt seem to be a climax or major payoff at the end. We're seeing more inventive ways to get people to donate. M&C Saatchi's "Throw us a Bone" was another great example of rewarding people who donate and actually making it fun.