Monday, March 19, 2018
  • Friday, Dec. 16, 2016
Street artist Shepard Fairey donated this artwork to the 2nd annual 100 Pieces fundraising event
The Art of Giving

This week our coverage of McCann New York as SHOOT’s Agency of the Year concludes with Microsoft’s “Art of Harmony” campaign from m:united//McCann, spotlighting people from all walks of life who make a positive difference on society at large.

But there are also examples within the ad biz of endeavors promoting social betterment, including one which literally demonstrates the art of giving. On the evening of December 1, the 2nd annual 100 Pieces event was held in Los Angeles to raise funds to benefit Safe Place for Youth (SPY), a homeless center in Venice, Calif., which opens its doors each year to thousands of people under the age of 25 on the streets of L.A., providing shelter, food, healthcare and other services.

The fundraiser was hosted by Pete Favat, Deutsch LA chief creative officer, his wife Amy, who has an agency producer pedigree and serves as a volunteer at SPY, and independent rep Melissa Ross. For the second straight year, a grass-roots effort reached out to talent throughout the industry to donate art for a silent auction, the proceeds from which would help make a better holiday for those in need. A call went out to the creative community at large—agencies, production and post houses—which yielded art ranging from paintings to photography, sculptures, furniture, light installations, ceramics and assorted other creations of artistic value. 

More than 170 pieces of art were received from around the country, including New York, San Francisco, Seattle and L.A., as well as a few from abroad, sent from Israel and Brazil. French director Michel Gondry again donated a pair of artsy sneakers. Other contributors included famous street artist Shepard Fairey, director Jake Scott, filmmaker/photographer Frank Ockenfels III. Pieces came from throughout the ad community—different agencies, production and post companies, and just the art scene in general.

The silent auction drew more than 600 people, and raised $63,500, which is $13,500 more than the first time around in 2015. 

Built on the theme “Creativity For Good,” 100 Pieces was born when four friends went out to dinner in November 2015—the Favats, Ross and designer Chris Buzzell. Amy Favat mentioned her volunteer work at SPY, which sparked a conversation, evolving into the group brainstorming on how to best tap into the maker community in L.A. A letter was subsequently drafted and sent to chief creative officers throughout L.A., asking them to reach out to their staffs for their art creations. The email then circulated around to the production and post communities, and momentum gathered to bring the inaugural 100 Pieces to fruition.

Now in its second year, participating agencies included Deutsch, 72andSunny, David&Goliath, RPA, Mullen, The Pitch, Omelet, Droga5 NY, CP+B, Saatchi LA and Y&R Tel Aviv. Among the renowned artists contributing were not only Gondry, Fairey, Scott and Ockenfels but also such notables as Tom Everhart, Kelcey Fisher, Andy Moses, Chris McPherson, Mark Mothersbaugh and Disney’s Will Gay.

About the author

Robert Goldrich is an editor for