Robin of Shoreditch is an anonymous group of creative outlaws looking to take from the rich and give to the poor.

1. We’ve taken the Top 100 brands in Brand Z’s 2009 report. For each one, we’ve come up with what we suspect might be a business problem they’re facing.

2. We come up with a creative solution to that problem. Because we’re just providing the ideas and not the production, we’re not constricted by any pre-determined notion of what that solution is. It might be a new product idea, a mobile app, a script for a branded film... Whatever we think is the best way of overcoming the business challenge we’ve identified.

3. We send the idea (which you can see at www.vimeo.com/channels/100brands) to each of the brands, along with an invoice that equates to 1/10,000,000 (that’s one ten-millionth) of the value assigned by Brand Z to each of those brands.

4. Once a brand has paid the ‘invoice’, we send 100% of that fee to the DEC Haiti appeal. That's what this page it all about; think of it as our accounts department. We’re hoping to send $195,207.10. That is, we’re hoping every brand will pay.

Visit www.blog.robinofshoreditch.com to see how we're getting on.