Winners & Shortlists

ADS FROM THE AFTERLIFE

TitleADS FROM THE AFTERLIFE
BrandALS FOUNDATION NETHERLANDS
Product/ServiceALS FOUNDATION
Category D01. INTEGRATED CAMPAIGN LED BY DIRECT MARKETING
Entrant Company PUBLICIS Amsterdam, THE NETHERLANDS
Advertising Agency PUBLICIS Amsterdam, THE NETHERLANDS
Media Agency STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Marcel Hartog Publicis Associate Creative Director
Jeroen Van Zwam Publicis Associate Creative Director
Steef Nijhof Publicis Art Director
Olaf Van Gerwen Director
Lukas Göbel Unit Photographer
Dave Fransen Publicis Designer
Robin Schlösser Studio De Keuken Sound Engineer
Francisco Rodriguez Bouzas Post Office Editor
Mats Wilke Publicis Junior Creative
Ruben Van Dijk Publicis Junior Creative
Bianca Van Den Boogaard Publicis Stategy Director
George Goudsblom Starcom Mediavest Group Media Manager
Remco Roohée Starcom Mediavest Group Media Manager
Marcella Beekman Publicis Account Manager
Lex Noteboom Publicis Strategy
Lucas Simons Publicis Interactive Designer
Dave Timmermans Publicis Interactive Developer
Edwin Leijen Publicis Interactive Developer
Kelly Wentink Publicis Interactive Developer
Barry Clarke Captcha Post Production

The Brief

ALS is a deadly disease, making your muscles stop one by one. Three years ago the ALS Foundation Netherlands started a special project. Patients made campaign statements, which were aired after they had already died. As a result, awareness of ALS has risen to 89%. Donations doubled. But as the cause of this merciless disease remains unknown, more money for scientific research is needed. Two target groups are divided: - Family and friends of patients suffering from ALS - General audience Main objective is to give the general public the opportunity to donate for specific fundraising activities or research projects.

Creative Execution

Patients recorded campaign statements, direct fundraising appeals, to be aired after they have died. Not for themselves, but for all others suffering from ALS. Personal appeals to make a donation, promoting specific fundraising activities: - By now, people in in the Netherlands do know about the disease and are willing to give. (As a result of the campaign I have already died, awareness has risen to 89% and willingness-to-give to 46%, data by MWM2, dutch market research agency of the year 2012). - More money for scientific research is needed, as the cause of this merciless disease is still unknown.

Describe the creative solution to the brief/objective.

Time to take this thought provoking campaign one step further. A new group of patients recorded campaign statements, which were aired after they have passed away. And now their confrontational message is even more direct. Like angels on a sales mission, the deceased participants make a personal appeal to continue their fight. Promoting specific fundraising activities. Knowing details about future events, locations and dates. As if they are still here to keep an eye on us. The campaign runs in various media. TV-shows, magazines and all major newspapers published reports, featuring participating patients and their loved ones as ambassadors.

Results

Donations went up immediately, by another 400% during the first month of the campaign. And until a solution against ALS is found, more money can be expected, when more participating patients will pass away and make a personal fundraising appeal from the afterlife. The result is a net result, because there is no marketing budget whatsoever and all parties involved work on a pro bono basis.