| Title | THE HIJACKED CONTEST |
| Brand | FIFTYFIFTY |
| Product/Service | FIFTYFIFTY (HOMELESS ORGANISATION) |
| Category |
B02. BEST LOW BUDGET CAMPAIGN |
|
Entrant Company
|
HAVAS WORLDWIDE DÜSSELDORF, GERMANY
|
|
Advertising Agency
|
HAVAS WORLDWIDE DÜSSELDORF, GERMANY
|
Credits
| Felix Glauner |
Havas Worldwide Duesseldorf |
Chief Creative Officer |
| Martin Breuer |
Havas Worldwide Duesseldorf |
Executive Creative Director |
| Karsten Brommenschenkel |
Havas Worldwide Duesseldorf |
Creative Director |
| Christoph Breitbach |
Havas Worldwide Duesseldorf |
Creative Director |
| Alexandros Antoniadis |
Havas Worldwide Duesseldorf |
Creative Director |
| Martin Venn |
Havas Worldwide Duesseldorf |
Creative Director |
| Sebastian Viehoff |
Havas Worldwide Duesseldorf |
Art Director |
| Michel Becker |
Havas Worldwide Duesseldorf |
Art Director |
| Mario Priester |
Havas Worldwide Duesseldorf |
Illustrator |
| Julian Jacobi |
Havas Worldwide Duesseldorf |
Copywriter |
| Siegfried Zwar |
Havas Worldwide Duesseldorf |
Copywriter |
| Zoran Marjanovic |
Havas Worldwide Duesseldorf |
Motion Designer |
The Brief
The task was to raise money for the homeless charity “fiftyfifty” in the city of Düsseldorf while keeping expenses as low as possible.
Creative Execution
To take part in the campaign and support the good cause, people did not have to spend money, they only had to register and vote online for our special billboard. The campaign made people feel like Robin Hood, taking money away from the haves and giving it to the have-nots, which created a strong bond and encouraged them to share the campaign in social networks.
Describe the creative solution to the brief/objective.
Our idea was to “hijack” the German billboard award “Best 18/1” and „steal“ the prize money to give it to homeless people. This award pays 50,000 euros directly to the advertising creatives whose entry wins a public vote.
In order to be successful we entered a very minimalistic billboard which just said that we would donate the prize money instead of giving it to well-fed agency people. To make this campaign a success we spread the message through social media to quickly multiply supporters for the public online vote.
Results
Our billboard collected 45% of all votes and won the contest. The homeless charity “fiftyfifty” was happy to receive 50,000 euros to finish two new homes for up to 40 homeless people. In addition to the prize money, “fiftyfifty” gained nationwide attention and publicity for its cause. Our total investment: 0 euros.