| Title | LOOK TWICE |
| Brand | VERMISSTE KINDER |
| Product/Service | CHARITY |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Entrant Company
|
THJNK Hamburg, GERMANY
|
|
Advertising Agency
|
THJNK Hamburg, GERMANY
|
|
Advertising Agency 2
|
ACHTUNG! Hamburg, GERMANY
|
Credits
| Armin Jochum |
Thjnk Ag |
Chief Creative Officer |
| Mirko Kaminski |
Achtung! Gmbh |
Chief Creative Officer |
| Bettina Olf |
Thjnk Ag |
Executive Creative Director |
| Nicolas Schmidt/Fitzner |
Thjnk Ag |
Art Director |
| David Lasar |
Thjnk Ag |
Art Director |
| Jan/Hendrik Scholz |
Thjnk Ag |
Copywriter |
| Florian Kruse |
Thjnk Ag |
Account Manager |
| Meike Freymuth |
Thjnk Ag |
Account Manager |
| Ralph Teichmann |
Thjnk Ag |
Agency Producer |
Results and Effectiveness
With one billboard and three used flatscreen TVs we managed to generate over
30,000,000 contacts within the first two weeks and made our platform and mission the
talk of the country once again. And even more important: our installation raised the
number of active helpers on our platform by an incredible 15,000 people. And every
single one of them can make a difference when it comes to finding a missing child.
Creative Execution
With our very limited budget we had to come up with an idea that was both cheap and
impactful. So with just one billboard and three used flatscreen TVs we created an
installation that made it into national TV news, several newspapers around the country
and was featured on countless blogs and Facebook profiles. So our plan worked– and
our platform, that we took from the Web, was sent back online into many channels by
the press and the people.
Insights, Strategy and the Idea
Every year in Germany more than 100,000 children are reported missing. To speed
up the search process and to make it more efficient, we launched a unique campaign,
“Deuchtland findet euch”, in 2011. We used Facebook to give everyone the opportunity
to play an active role in the search. Every day the search party looks at the pictures
of missing children on the notices published on our platform to compare them with
children seen on the streets. Our aim was to demonstrate that our platform helps to find
missing children – especially to people who are not “digital natives”. We thus created
a unique installation that transforms website functionality onto a billboard. To do this,
we removed the polarisation filters from normal television screens and used them on
our billboard. Only by looking through our Facebook page could people see what was
invisible before: the missing children.