There are basically 3 reasons why agencies do pro bono work.

1. There is a strong personal connection to the cause – often by an agency principal.

2. There is a good opportunity for networking within the group – usually its board.

3. The agency has the opportunity to stretch creatively.

The 3rd reason was why BG created an ad campaign for the Museum of Contemporary Art San Diego’s Free under 25 program, sponsored by Qualcomm.

Our creative team got to do wildly fun and crazy work for its feedthegreedyorgan.com concept. The team loved it. The client loved it.

And last week, while at the museum, I spied this t-shirt at their shop. It’s great when the client actually extends the brand work in ways that make sense.

Now that is satisfying pro bono work.