PAUL HANCOCK

The MicroLoan Foundation lends money to the poorest women in Africa, to help them start their own small businesses. 'Pennies for Life' was a unique live event at Westfield Shopping Centre, where passers-by could donate money by texting a digital poster. As soon as their text arrived, they got a personalised ‘thank you’ on the screen - and their money dropped into place to create one of a series of portraits of African women, made entirely of pennies. People could then view the finished portraits, and the donations that helped create them, on the campaign microsite.

An Ocean Outdoor ‘Art of Digital’ competition winner, ‘Pennies for Life’ went on to pick up Gold at Cannes.