Love Your Sister is an Australian cancer charity that was looking for ways to stand out in a very crowded space and raise money for cancer research.
They were known for being irreverent so I pitched the idea of a "Little Box of Fucks...for when you have none left to give". It tied in with the way most of their audience was feeling about cancer and appealed to people who supported a charity that famously turned away from the traditional breast cancer pink and instead chose black as their brand colour.
I came up with the concept and ideas for each card, hand-drew all the artwork and prepared it for print. 2,000 boxes were printed. A post was put on the Love Your Sister Facebook wall.
Within 48 hours, they'd sold 5,000 units and had to remove it from their shop. To date the piece has raised over $250,000 for the charity…not bad for something that sells for $15 a unit.
