| Title | TYKE |
| Brand | PETA DEUTSCHLAND |
| Product/Service | PETA DEUTSCHLAND |
| Category |
C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Advertising Agency
|
GRABARZ & PARTNER Hamburg, GERMANY
|
Credits
| Ralf Heuel |
Grabarz/Partner |
Chief Creative Officer |
| Timm Weber |
Grabarz/Partner |
Group Head Creation |
| Andreas Brunsch |
Grabarz/Partner |
Creative Director |
| Thomas Dempewolf |
Grabarz/Partner |
Creative Director |
| Ciro Andreas Buono |
Grabarz/Partner |
Art Director |
| Julijus Rebic |
Grabarz/Partner |
Art Director |
| Barbara Dirscherl |
Grabarz/Partner |
Art Director |
| Thomas Dempewolf |
Grabarz/Partner |
Copywriter |
| Jacob Sauerwald |
Grabarz/Partner |
Copywriter |
| Mareike Woischke/Astarte Julia Toomeh/Thomas Dempewolf/Andreas Brunsch |
Grabarz/Partner |
Skript |
| Florian Radke |
PETA Deutschland E.v. |
Advertiser Supervisor |
| Jobst Eggert/Hendrik Thiele/Christian Coslar/Silke Berenthal/Peter Hoeffken |
PETA Deutschland E.v. |
Advertiser Supervisor |
| Anke Wiesenthal |
|
Editor |
| Niklas Rieger |
Grabarz/Partner |
Digital Concept |
| Marcus Langer |
C/O Jutta Fricke Illustrators |
Ilustrator |
| Christian Ernle/Daniel Ernle/Radollav Radik |
Dec 3 |
Cgi/Coding |
| Philipp Breidhardt/Henning Martens/Samuel Muff |
Slaughterhouse |
Grading/Rendering |
| Thomas Brettschneider/Moritz Grenzbach/Nina Kuder/Stefan Hafen/Max Hoever/Floria |
Greenskyfilms Gmbh |
Production |
| Henning Sommer/Felix Mueller |
Supreme Music |
Sound Design |
| Torsten Hennings/Dimitrios Posukidis/Jochen Koempe/Uta Wittchen |
Studio Funk/Hamburg |
Sound Studio |
The Brief
The circus. At first glance: innocent family fun. At second glance: pure torture and torment for the animals. PETA Germany asked us: Move people to put pressure on the german government to finally ban wild animals out of circusses.
Creative Execution
Our integrated campaign was centred around the online documentary 'Tyke. The final show', about a circus elephant's rampage in 1994. In it, we provided a voice to three yet silent witnesses to the incident: a monkey, a zebra and a tiger. Yet that was just the beginning: Without a budget t speak of but a lot of initia-tives, enabled through our supporters all over the web, we were able to reach out to the public in a variety of ways, bringing Tyke to computer screens, walls, ?people's hearts and minds. And raising awareness of what really happens in cir-cuses.
Describe the creative solution to the brief/objective.
A voice for circus animals. To raise awareness for our issue, we gave a voice to those who were previously unheard: the circus animals themselves. A monkey, a tiger and a zebra.
Results
Always keeping in mind, that PETA needs every cent of their money to help animals, we ran the whole campaign without a budget to speak. Thanks to all our supporters, including all the celebreties that helped us, all the budget, used in this campaign - e.g. for creation, digital/classica media and production.
With a diverse range of digital initiatives, we reached over 20 million people. In only 6 months more than 550 000 of them signed our petition, helping us reach our ultimate goal: put pressure to the German Budestag to finally ban wild animals in circuses.