WHISTLES FOR WHISTLEBLOWERS
Title | WHISTLES FOR WHISTLEBLOWERS |
Brand | REPORTERS WITHOUT BORDERS GERMANY |
Product/Service | WHISTLES FOR WHISTLEBLOWERS |
Category |
B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
Entrant Company
|
DDB GROUP GERMANY Berlin, GERMANY
|
Advertising Agency
|
DDB GROUP GERMANY Berlin, GERMANY
|
Production Company
|
STUDIO FUNK Berlin, GERMANY
|
Credits
Eric Schoeffler |
DDB Group |
Chief Creative Officer |
Matthias Schmidt |
DDB |
Executive Creative Director |
Nils Haseborg/Veit Moeller |
DDB |
Creative Director |
Lilli Langenheim |
DDB |
Art Director |
Karin Reineke/Marie Steixner/Isabella Maria Jorgensen |
DDB |
Graphic Designer |
Konradin Resa/Marc Kaufholz/Doga Guerdal/Lukas Doraciotto |
DDB Berlin |
Digital Design |
Edward Sedelius |
DDB |
Copywriter |
Paul Dombek/Felix Disson |
DDB |
Account Manager |
Jari Gärtner |
DDB |
Account Assistant |
Stefan Lang |
Doyle Dane Bernbach Realisation |
Production |
Marius Wiechmann |
Studiofunk |
Sound Design |
Nima Gholiagha |
Studio Funk |
Sound Design Supervisor/Director |
Nikita Kiril Kronlund |
DDB |
Filmproducer |
Karin Reineke/Isabella Maria Jorgensen |
DDB |
Photographer |
Sebastian Hudert |
DDB |
Illustrator |
Caroline Heinrich |
DDB |
Animation |
Chromatics/Quot/Tick Of The Clock/Quot |
Label: Italians Do It Better |
Verlag Kobalt Music Group |
|
Radical Media |
Production Of Interactve Installation |
Marco Lipp |
Agenturwerft Gmbh |
Web Development |
The Brief
Probably everyone knows a whistleblower. Edward Snowden as one of the most recent ones. But not everyone knows how to support them and stand up for the freedom of speech and transparency. With the whistleblower campaign, we wanted to make people aware and make it easy fort them to support Reporters without Borders. By creating a whistle for a price that everyone can afford, we developed a product that symbolizes the context and gives people the chance to stand up for whistleblowers.
Describe how the promotion developed from concept to implementation
We wanted to make the audience feel that they were giving whistleblowers a voice. We aimed to create a symbolic product idea that was cheap to manufacture, but that also made the user feel they were doing something good. Whistles for Whistleblowers are only 6€ each, and while buying them you know that you’re actively supporting Reporters Without Borders’ work for the freedom of information.
Describe the success of the promotion with both client and consumer including some quantifiable results
Whistles for Whistleblowers quickly started selling in great numbers. Fans spread the message with the Whistles for Whistleblowers’ hashtag: #W4WB. The whistles received recognition across multiple fields, with support from German parliamentarian Hans-Christian Ströbele, Wikileaks editor Sarah Harrison and even Snowden’s attorney Wolfgang Kaleck. The whistles became a symbol at Germany’s biggest demonstration against mass surveillance, gathering more than 6000 people.
Explain why the method of promotion was most relevant to the product or service
The values and goals of Reporters without Borders needed to be spread out. The public needed to be alarmed and informed, so they could support the organization. There is no better way than promoting a product that gives everyone a voice and the chance to change something. So we created a whistle for only 6€, and everyone who purchased one supported Reporters without Borders immediatly.