| Title | MANNEQUINS |
| Brand | PRO INFIRMIS |
| Product/Service | PRO INFIRMIS |
| Category |
B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
|
JUNG von MATT/LIMMAT Zürich, SWITZERLAND
|
|
Advertising Agency
|
JUNG von MATT/LIMMAT Zürich, SWITZERLAND
|
|
Production Company
|
PUMPKIN FILM Zürich, SWITZERLAND
|
Credits
| Alexander Jaggy |
Jung Von Matt/Limmat |
Executive Creative Director |
| Mateo Sacchetti |
Jung Von Matt/Limmat |
Copywriter |
| Samuel Wicki |
Jung Von Matt/Limmat |
Copywriter |
| Daniel Serrano |
Jung Von Matt/Limmat |
Art Director |
| Lukas Frischknecht |
Jung Von Matt/Limmat |
Graphics |
| Sarida Bossoni |
Jung Von Matt/Limmat |
Agency Producer |
| Marco Dettling |
Jung Von Matt/Limmat |
Account Supervisor |
| Danijel Sljivo |
Jung Von Matt/Limmat |
Account Executive |
| Roman Meister |
Jung Von Matt/Limmat |
Account Executive |
| Alexander Gligorijevic |
Jung Von Matt/Limmat |
Public Relations |
| Nicole Pauli |
Jung Von Matt/Limmat |
Public Relations |
| Alain Gsponer |
Pumpkin Film |
Director |
| Roman Jaeggy |
Pumpkin Film |
Cameraman |
| Caro Buechel |
Pumpkin Film |
Producer |
| Michael Kindermann |
Pumpkin Film |
Producer |
| Daniel Kladiva |
Pumpkin Film |
Editor |
| Dave Thomas Junior |
|
Composer |
The Campaign
On the International Day of Persons with Disabilities, deformed mannequins were placed in shop windows in Zurich’s Bahnhofstrasse. The whole event was captured as a documentary.
The Brief
The campaign was started to create maximum awareness – not to generate donations.
Results
The campaign successfully fights against the exclusion of disabled by questioning norms – without any paid media. First in Switzerland, now worldwide: In conjunction with the Bahnhofstrasse shops, which allowed the mannequins to appear for longer than planned, there now are several requests (e.g. from New York) to arrange the same event.
Short:
16 million Views on youtube
More than 50’000 likes
More than 40’000 shares
Nearly 5’000 comments
More than 550 news stations and blogs covered the story worldwide
Over 140 million Earned Media Contact Range
A local event is becoming a global movement.
Execution
To achieve our goals, the bodies of five disabled people were measured precisely to create polished and lacquered window display dummies. On 3 December, the International Day of Persons with Disabilities, these deformed mannequins were placed in shop windows in Zurich’s Bahnhofstrasse – one of the world’s most expensive and elegant shopping streets.
A four minute online documentary explained how the dummies were produced and delivered in the shop windows. The reactions of passers-by were as predicted: Vexed looks into the shop windows, followed by moments of intense reflection about the role of disabled people in our society.
The Situation
Standards and ideals make it difficult for the disabled to be included in society. Both in private and professional contexts.
The Strategy
By asking the question “Because who is perfect?” the non-profit organisation Pro Infirmis is drawing public attention to the fact that disabled people should be part of our society everywhere and in every situation in life.