Title | GIVE WARMTH |
Brand | CARITAS |
Product/Service | CARITAS |
Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
Entrant Company
|
DDB GROUP GERMANY Berlin, GERMANY
|
Advertising Agency
|
DDB GROUP GERMANY Berlin, GERMANY
|
Production Company
|
MXR PRODUCTIONS Vienna, AUSTRIA
|
Credits
Eric Schoeffler |
DDB Group |
Chief Creative Officer |
Lukas Grossebner |
DDB Wien |
Executive Creative Director |
Mike Nagy/Thomas Troppmann |
DDB Wien |
Copywriter |
Mike Nagy |
DDB Wien |
Art Director |
|
MXR Productions/Gewista |
Production |
Christoph Meissner |
|
Photographer |
Results and Effectiveness
The campaign thankfully drew a lot of attention to the problem. And not just in Austria, but its message spread through blogs and social media all around the world.
Within the first 24 hours donations of over 1500€ were collected and overall the donations increased by 200% compared to the year before.
Creative Execution
We developed busshelter ads where we replaced the fluorescent tubes in selected adshels with lamps that give off heat. As soon as freezing pedestrians inserted their money into a coin slot, the heaters started. The money generated was donated to Caritas.
A video of this installation was produced and published on the internet. The film shows how the adshel works and the reaction of people who walked by.
Insights, Strategy and the Idea
We wanted to raise awareness of the problem that Austria has thousands of homeless people. The business aim was to encourage people to spend money for Caritas.
We let people give warmth. To themselves and the homeless of Vienna.