With 23 million users, Leetchi is France’s go-to online money pot. For the brand’s 15th anniversary, we created a major campaign with one ambition: strengthen its image with the general public and position Leetchi as the leader behind every act of generosity.

A pioneer of the online money pot since 2009, Leetchi has grown from festive collections into a platform now largely driven by solidarity causes. Its 15th anniversary was the moment to share this positioning while reaffirming its leadership. We built an iconic, pared-back campaign around five emblematic money pots and five themes (animal welfare, the environment, solidarity, a farewell gift, a birthday), with people and emotions at the heart of each story. Print visuals and short films ran throughout November on more than 2,400 screens in the Paris metro, on buses and in France’s main stations, as well as on social media.