This is how it all began..... to celebrate the opening of the SOS Children's Village Alibaug, a village completely financed by Esprit, the BIG BANG concept was born. A global campaign aimed to raise awareness of the charity project and to encourage people to go in store and 'make their bang count' was the brainchild of Mass Movement. An Ceremony at the SOS Children's Village in Alibaug saw Hollywood A Listers Maggie Gyllenhal and Peter Sarsgaard open this incredible village that Esprit had built.

Across the world - 574 Esprit stores took part in the Big Bang global 'call to action', under the direction of Mass Movement and their global teams who were put in place especially to 'manage' this remarkable and unique project. Superdrums were designed and placed in stores on which customers were invited to 'make their BANG COUNT', 1 million red Esprit Big Bang drum sticks were given away to customers which directed them to a Big Bang on line micro site to make their bang count and hosts of entertainers and stars got involved with the project too!

The video below is Mass Movement's 'thank you' to their teams worldwide.

November 13 "BIG BANG DAY" was the culmination of one year's hard work and saw Mass Movement produce 11 major events in 11 Esprit flagship stores in 11 cities across the world.... London, Paris, Brussels, Berlin, Amsterdam, New York, Melbourne, Kuala Lumpur, Beijing and Hong Kong all played host and celebrated Big Bang Day in style, along with tens of thousands of Esprit customers. Celebrity Ambassadors for the Big Bang campaign visited and made 'their bang count' and included famous film stars, TV personalities, models, athletes and musicians - Whitney Port, Shilpa Shetty, Sigrid Thornton, Hanna Verboom, Marina Diamondis, Belinda Chee, Jennifer Tse, Marie Nasemann, Aissa Maiga, Elodie Quedraogo and Zhang Jingchu – were greeted by the excited crowds.

BIG BANG DAY was the biggest and most successful global campaign of its kind. Mass Movement's key messaging to 'make your bang count' was heavily endorsed and supported by media worldwide. With an initial target of 3 million bangs being set at the beginning of the campaign and with the campaign resulting in an astonishing 4 million bangs actually being counted surely says it all... ! MASS MOVEMENT were honoured to have been able to help Esprit make their bang really count.

Maggie Gyllenhall said: "Despite the dynamic economic advances India has enjoyed in recent times, it may be hard to accept that India has the largest population of street children in the world with at least 18 million children living or working on the streets of urban India. There are approximately 250,000 in Mumbai alone. The street kids in Mumbai and elsewhere in the world are denied the right to a family and the right to grow up with love and security. Protecting children's rights is a universal responsibility that requires global commitment from us all. It's a privilege for Peter and myself to join hands with Esprit and promote the remarkable work of SOS Children's Villages, which for the past sixty years has continued to provide children worldwide; love, security and a nurturing environment that only a family can provide".