The 100 Brands Project from Robin of Shoreditch on Vimeo.

There are multiple variations on the Robin Hood story. My favorites involve animated foxes and dancing men in tights, but you may prefer the Kevin Costner/Russell Crowe versions. You and my mom both, hubba hubba. But allow me to add another Robin to the mix, my new favorite: Robin of Shoreditch, The 100 Brands Project.

As the video describes, Robin of Shoreditch is an anonymous collection of creatives who are using their marketing savvy to ransom off big ideas to the 100 biggest brands in the world to benefit Haiti relief. In other words, they are robbing from the rich and giving to the poor. Sound familiar?

I adore the renegade tactic of sending a bill attached to a big idea and challenging the world’s biggest brands to contribute to Haiti relief. It’s admirable to put together such a brilliant effort and not take any credit nor any payment. It’s not even about taking power from the big corporations. The goal is literally to raise funds for Haiti.

Check out Robin of Shoreditch on the web, Twitter, and especially Vimeo to see what kind of ideas they are shelling out for each brand.