The 10.000 Hours foundation inspires young dance music fans to donate a few hours of their time to a good cause, often in exchange for tickets to dance events.
With the help of famous DJs as their ambassadors, they collected plastic from the canals, planted trees in parks and cooked for the homeless.
And with the help of yours truly as their copywriter, they found their tone of voice, differentiated for their three target groups: tech house fans, EDM lovers and hardcore warriors.
You can fin the results in the brand bible below and in their ongoing call-to-voluntary-actions on social media.
