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Branded Content

Gold Winner

Entrant: Saatchi & Saatchi Berlin, Berlin
Diakonie Frankfurt, Samusocial, Spravedlivaya Pomosch, Shelter, Sozialwerke Pfarrer Sieber
"Days of Hope"
  • Corporate Name of Client:
    Diakonisches Werk für Frankfurt am Main des evangelischen Regionalverbandes
  • Client Account Director:
    Dagmar Keim-Hermann
  • Agency Account Directors:
    Michael Samak
    Anke Schrot
    Inken Dachsel
    Theresa Helmich
    Jonas Mueller
  • Public Relations:
    Larisa Petrini
    Ramona Dumitru
    Kristina Vorobyova
    Yana Brekotkina
  • PR / Marketing:
    Isobel Kerr-Newell
    Zoe Kent
  • 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
  • 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
  • Production Company:
    Parasol Island Berlin , Berlin
  • Director:
    Denis Guth
  • Producer:
    Søren Haxholm
  • Editors:
    Luca Danscher
    Lukas Remie
    Stephan Krause
  • Music Production Company:
    Hastings Berlin
  • Music Composers:
    Jonathan Wulfes
  • Description of the Project:
  • 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.
    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.
    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 in Germany, Poland, Switzerland, Russia, Romania, Serbia and other countries through national TV stations.
    People are invited to go to the charity organization website, where they can find documentaries of each homeless person that has presented the weather forecast in order to further understand their living conditions. On the website people can make an easy one-click donation.
    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.