Mihai Nesu Foundation: A coin for a life

The Dragon: Because of violent incidents in the past, coins have been forbidden by UEFA on European stadiums. This is why fans throw them on the ground right in front of stadiums upon entering matches and a lot of money are wasted, all over Europe How we fought it: For the benefit of Nesu Foundation some big-hearted fellows who help disabled children back here in Romania - we installed a device at the stadium entry, that raised the coins fans were throwing away. We did this on the biggest stadium in the country National Arena at 3 Champions League football matches.Agency: Kaleidoscope Proximity, Bucharest
Why it matters: We believe the idea sparked a new fundraising model, being applied in the same manner later at a different football match in Romania for a totally different cause. It also initiated a kinda hefty conversation in our mainstream media and social media about a new perspective in football: using stadiums to generate social change for good