| Title | LIFE TIME CLOCK |
| Brand | DEUTSCHE STIFTUNG ORGANTRANSPLANTATION (DSO) |
| Product/Service | FÜRS LEBEN - FÜR ORGANSPENDE |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Mike Rogers |
Serviceplan |
Executive Creative Director |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Till Diestel |
Serviceplan |
Executive Creative Director |
| Christoph Bohlender |
Serviceplan |
Creative Director/Copywriter |
| J. Jackson |
Serviceplan |
Copywriter/Offline/Editing |
| Dimitrios Arampatzioglou |
Serviceplan |
Art Director |
| Alexandra Rueger |
Serviceplan |
Account Director |
| Rebecca Amann |
Serviceplan |
Graphic Design |
| Thorsten Huth |
Serviceplan |
Agency Producer |
| Florian Panier |
Serviceplan |
Executive Creative Producer |
| Thiemo Hehl |
Serviceplan |
Director/Cinematographer |
| Lukas Bohlender |
Isarmusik |
Music Producer/Sound Design |
| Thorsten Hebes |
Serviceplan |
Pr |
The Brief
As a result of multiple scandals Germany has seen a dramatic decrease in Organ Donors by nearly 33% from 2010 to 2013 – while concurrently 11,000 people are still in need of a donor organ.
Because there are not enough Organ Donors, each day three of them die.
„Fürs Leben – Für Organspende“ was in need of help to motivate the public into becoming organ donor card holders and to raise the number of Organ Donors.
With the lack of organ donations in Germany effecting thousands of Germans across all backgrounds, our target group was broad: Every healthy, living German citizen.
Creative Execution
In order to achieve the maximum impact, an imposing, striking and physical installation was needed. The monumental physical presence of the Life Time Clock was able to achieve an authentic emotional response unattainable by other mediums.
By focussing on the individual fate of one patient, the Life Time Clock was able to trigger a highly emotional response in each person confronted by it, whilst highlighting the urgency of organ donation in a broader sense.
Describe the creative solution to the brief/objective.
To change the lives of many we focused on the life of one: Kevin. We built one of the largest hour glasses ever created to represent the short time he has left.
The Life Time Clock runs for 6 months. Without receiving a donor heart in time, Kevin will die.
For „Fürs Leben – Für Organspende“ the Life Time Clock made its debut at the Organ Donation Day in Stuttgart, Germany.
After its highly successful debut, the Life Time Clock then toured Germany.
Once Kevin has found a new heart the Life Time Clock will be restarted for a new patient.
Results
Around 90,000 visitors were confronted with Kevin's fate during the event and the startling reality of the Life Time Clock moved many thousands into immediately becoming donor card holders themselves.
The Life Time clock gained over 6 million viewers when it was featured on Germanys number 1 news show, Tagesschau.
And received national media attention when it was visited by Germanys Minister of Health.
Many more millions of viewers followed as the Life Time Clock was featured on multiple media outlets worldwide.
Media coverage savings amounted to over 630,000 Euro.