Non-Traditional
Guerrilla Marketing
Gold Winner
Entrant:
Saatchi & Saatchi Berlin,
Berlin
Diakonie Frankfurt, Samusocial, Spravedlivaya Pomosch, Shelter, Sozialwerke Pfarrer Sieber
Diakonie Frankfurt, Samusocial, Spravedlivaya Pomosch, Shelter, Sozialwerke Pfarrer Sieber
"Days of Hope"
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Corporate Name of Client:Diakonisches Werk für Frankfurt am Main des evangelischen Regionalverbandes
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Clients:Eva Stuttgart
Stadtmission Hamburg
Asphalt Hannover
Stadtmission Rostock
Polski Czerwony Krzyż -
Client Account Director:Dagmar Keim-Hermann
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Agency Account Directors:Michael Samak
Anke Schrot
Inken Dachsel
Theresa Helmich
Jonas Mueller -
Account Management:Ivana Minovic
Zorica Marjanovic
Pascal Schaub
Stephanie Weber
Sonia Ducu
Konrad Kalinowski
Sonja Milovic -
Public Relations:Larisa Petrini
Ramona Dumitru
Kristina Vorobyova
Yana Brekotkina -
Media/Production:Dmitry Panteleenko
Ana Mijajlovic
Ivan Zornic
Nemanja Stojanovic -
Communication:Antonia Tucheac
Camelia Balinca -
Advertising Agency:Saatchi & Saatchi, Bucharest
Saatchi & Saatchi, Moscow
Saatchi & Saatchi, Belgrade
, Saatchi & Saatchi, Zurich
Saatchi & Saatchi, Warsaw -
Group Creative Director:John Pallant
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Executive Creative Directors:Oliver Kapusta
Johan H. Ohlson
Stuart Robinson
Veljko Golubovic -
Creative Directors:Anne Petri
Zarko Veljkovic
Jürg Aemme
Max Olech -
Copywriters:Kathrin Schaller
Nikola Zmajevic
Felix Freese
Tanya Moseeva -
Art Directors:Christopher Jones
Fréderic Nogier
Anna Pushkareva -
Agency Producers:Sarah Roth-Profenius
Michael M. Maschke -
Creative Department:Laura Iane
Marius Tianu
Catalin Rulea
Dragana Petkovic -
International Coordination:Heidi Tzavella
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Production Company:Parasol Island Berlin , Berlin
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Director:Denis Guth
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Producer:Søren Haxholm
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Editors:Luca Danscher
Lukas Remie
Stephan Krause -
Music Composers:Jonathan Wulfes
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Description of the Project:
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Challenge: In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. During the cold season, we want to attract more attention with an extraordinary campaign and invite people to donate. With these donations we should be able to assured the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and their social partners all across Europe. Strategy: The homeless call attention to their critical situation themselves by anchoring the weather forecast on TV, reporting on the icy conditions instead of the usual presenters. Under the claim „DAYS OF HOPE“ we turn the standard “weather forecast” format into a platform for homeless people for the duration of 8 weeks. Solution: Instead of presenters the homeless anchor the weather forecast followed by an emotive message with an impactful charity appeal. By presenting the weather forecast in an innovative way we are able to convey the dangers of the cold temperatures more effectively. Within our agency-network, we spread the idea all over Europe. Under the claim “DAYS OF HOPE”, the innovative idea is implemented across Europe in Germany, Poland, Switzerland, Russia, Romania, Serbia and other countries through national TV stations. And through social media its influence is felt across the globe. Results: The unusual format attracted a lot of attention from the press, coverage on TV, blogs and social media with a global coverage, appearing in traditional and social media in over 60 countries. Up to 2 million viewers per day watched the live weather broadcasts. So far 350 million media impressions have been recorded. As well as receiving donations, direct results included job and housing offers resulting in further PR after a few days. With a media value of 7 Million EUR the campaign has raised much greater awareness for the hardships faced by the homeless, particularly during winter.
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