Grand LIA   |   Winners   |   Finalists

Integration

Silver 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
  • Clients:
    Eva Stuttgart
    Stadtmission Hamburg
    Asphalt Hannover
    Stadtmission Rostock
    Polski Czerwony Krzyż
  • Client Account Director:
    Dagmar Keim-Hermann
  • Account Management:
    Ivana Minovic
    Zorica Marjanovic
    Pascal Schaub
    Stephanie Weber
    Sonia Ducu
    Konrad Kalinowski
    Sonja Milovic
  • Agency Account Directors:
    Michael Samak
    Anke Schrot
    Inken Dachsel
    Theresa Helmich
    Jonas Mueller
  • Media/Production:
    Dmitry Panteleenk
    Ana Mijajlovic
    Ivan Zornic
    Nemanja Stojanovic
  • Communication:
    Antonia Tucheac
    Camelia Balinca
  • PR / Marketing :
    Isobel Kerr-Newell
    Zoe Kent
  • Public Relations:
    Larisa Petrini
    Ramona Dumitru
    Kristina Vorobyova
    Yana Brekotkina
  • Advertising Agency:
    Saatchi & Saatchi, Bucharest
    Saatchi & Saatchi, Moscow
    Saatchi & Saatchi, Belgrade
    , Saatchi & Saatchi, Zurich
    Saatchi & Saatchi, Warsaw
  • Group Creative Director:
    John Pallant
  • Executive Creative Director:
    Oliver Kapusta
  • Creative Directors:
    Anne Petri
    Johan H. Ohlson
    Stuart Robinson
    Veljko Golubovic
  • 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 Co-ordination:
    Heidi Tzavella
  • Production Company:
    Parasol Island Berlin , Berlin
  • Director:
    Denis Guth
  • Producer:
    Søren Haxholm
  • Editors:
    Lukas Remie
    Stephan Krause
    Luca Danscher
  • Music Production Company:
    Hastings Berlin , Berlin
  • Music Composer:
    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 raise awareness with an advanced communication idea 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 through a pan-European campaign by anchoring the weather forecast on TV instead of the usual presenters, reporting about the icy conditions. 
    
    Solution:
    Across Europe the homeless anchor the weather forecast on TV, reporting about the icy conditions in their own region instead of the usual presenters. This is followed by an emotive message with an appeal for donations.
    
    Launch and Execution:
    Under the claim „DAYS OF HOPE“, we turn the standard “weather forecast” format for both TV and radio into a platform for homeless people for a duration of 8 weeks. Instead of presenters the homeless anchor the weather forecast by displaying the icy conditions followed by an emotive message with an appeal for donations. 
    
    The charity appeal links to a website for each of the respective charities organizations, where people can make an easy one-click donation. In addition online report from individual homeless people allow an authentic insight into life out on the streets. 
    The website offers background information and shows a personal profile for each homeless person. Additionally online banners link to the website. 
    The integrated campaign is implemented across Europe in Germany, Poland, Switzerland, Russia, Romania and Serbia and other countries through national TV stations. And through social media its influence is felt across the globe.
    Within our agency-network, we spread the idea all over Europe.
    
    Results:
     “DAYS OF HOPE” has raised much greater awareness for the hardships faced by the homeless particularly during winter. 
    
    The integrated campaign strengthened the image and created significant visibility for all participating charity organizations across Europe – far exceeding any coverage achieved before and achieved truly global coverage, appearing in traditional and social media in over 60 countries. Influential tweeters like Pete Cashmore (with over 3.2 million followers) or The Huffington Post (with over 2.7 million followers) created buzz online.
    350 million media impressions in total, generating an equivalent media value of 7 million Euros. Up to 2 million viewers per day watched the live weather broadcasts. Total viewing numbers across the whole Europe were as follows:
    - Germany 6.5 million viewers
    - Russia over 4 million viewers
    - Romania over 5.2 million viewers
    - Switzerland 160.800 viewers 
    - Serbia 750.000 viewers in the first 3 days
    - Poland  230.000 viewers