Title	GIVE WARMTH
Brand	CARITAS
Product/Service	CARITAS
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	MXR PRODUCTIONS Vienna, AUSTRIA

Name	Company	Position
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	Production Company
Christoph Meissner		Photographer

The Brief

In Autumn of 2013, the Vienna police made the city park, one of the most important sleeping areas for homeless people in Vienna, inaccessible to them. This made the pending winter even harder for people on the street. Together with the welfare organisation Caritas we wanted to raise awareness to that problem and collect donations for the homeless.

Describe how the promotion developed from concept to implementation

We developed the first heat-emitting adshel for our client Caritas and replaced the fluorescent tubes in selected adshels with lamps that give off heat. For the price of just a single Euro people waiting for the bus could enjoy warmth for a few minutes, and were able to physically experience that even a small contribution can make a difference.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We let people give warmth. To themselves and the homeless of Vienna.