Winners & Shortlists


Entrant Company SERVICEPLAN Munich, GERMANY
Advertising Agency SERVICEPLAN Munich, GERMANY
Production Company NEVEREST Munich, GERMANY
Name Company Position
Alexander Schill Serviceplan Chief Creative Officer
Christoph Everke Serviceplan Executive Creative Director
Alexander Nagel Serviceplan Executive Creative Director
Katharina Keith Serviceplan Creative Director
Matthaeus Frost Serviceplan Creative Director
Daniel Gassner Serviceplan Copywriter
Dimitrios Arampatzioglou Serviceplan Art Director
Marko Savic Serviceplan Art Director
Marc Mader Serviceplan Account Director
Milan Polimac Polygone Solutions Programmer
Maggy Fischer Neverest Agency Producer

The Brief

In 2013 51, 2 million people were forcibly displaced worldwide, which made it one of the most challenging years for the UN Refugee Agency and their German partner, the UNO-Flüchtlingshilfe e.V. In search of new ways to generate donations, we developed an App, that turned an everyday item into an item everyone can donate with every day: the #dreamon App. An Alarm-App, that collects 10 US-Cents every time you press the Snooze-Button. This way you can stay 10 minutes longer in bed and help those people that don’t even have a place to sleep. The target-audience were men and women aged 18+.

Creative Execution

The strengh of #dreamon lies in its simplicity and in the fact, that nearly everyone has access. It is easy to use and the average amount of the money donated by a single user is very small. This way people aren’t frightend about the fortune they might lose but experience the worth of even the smallest donation. All these facts represent the client’s way of thinking and from our point of view the only way to make really everyone help those people, who literally have nothing.

Describe the creative solution to the brief/objective.

Today, everyone has a smartphone and access to the internet. That’s why, with the help of our partner o2, we developed an alarm app, which donates 10 US-Cents every time the Snooze function is utilized: the #dreamon App. The so-called dreamed money – as in a PayPal in-app purchase – is directly deducted and forwarded to the UNO Flüchtlingshilfe ev. Users can share their donation via facebook and twitter and get their friends to dream for a better world, too. #dreamon is promoted via the facebook-pages and the online newsletters of o2 and our clients and via mobile banners.


Our campaign as well as the #dreamon App itself only started short time ago. And we have already been able to win a partner, that helps us to tell the world about #dreamon. A real big player: o2. This cooperation made it possible to reach more than 25 million o2 costumers at once and spread our message faster than anyone could have expected.