FROM SELLING THE STRUGGLE, TO A £14M SUMMIT

Client: Macmillan Cancer Support

While charity competitors focused on articulating their purpose, Macmillan and Zenith made a bold move. We realised that cash-strapped donors weren’t looking for another reason to feel heavy; they were looking for a reason to have fun. By pivoting Mighty Hikes from a localised sponsored event to an opportunity to explore the UK, we didn't just recover revenue; we broke every record in the event’s history.