| Title | LIFE TIME CLOCK |
| Brand | STIFTUNG FÜRS LEBEN - DEUTSCHE STIFTUNG ORGANTRANSPLANTATION (DSO) / FOR LIFE - |
| Product/Service | FOR LIFE - FOR ORGAN-DONATIONS |
| Category |
B04. Fundaraising & Advocacy |
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Entrant Company
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SERVICEPLAN Munich, GERMANY
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Advertising Agency
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SERVICEPLAN Munich, GERMANY
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Advertising Agency 2
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SERVICEPLAN HEALTH & LIFE Munich, GERMANY
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Production Company
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SAURUS BAUTEN Munich, GERMANY
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Production Company 2
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ARRI FILM & TV SERVICES Munich, GERMANY
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Production Company 3
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SIGMUND LINDNER Warmensteinach, GERMANY
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Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Mike Rogers |
Serviceplan Health/Life |
Executive Creative Director |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Till Diestel |
Serviceplan |
Executive Creative Director |
| Christoph Bohlender |
Serviceplan Health/Life |
Creative Director/Copywriter |
| J. Jackson |
Serviceplan Health/Life |
Copywriter/Offline Editing |
| Dimitrios Arampatzioglou |
Serviceplan |
Art Director |
| Alexandra Rueger |
Serviceplan |
Account Supervisor |
| Rebecca Amann |
Serviceplan |
Graphic Designer |
| Thorsten Huth |
Freelancer |
Agency Producer |
| Florian Panier |
Serviceplan |
Executive Creative Producer |
| Thiemo Hehl |
Freelancer |
Director |
| Lukas Bohlender |
Isarmusik |
Music Producer |
| Thorsten Hebes |
Serviceplan |
PR Director |
The Brief
In response to the devastating effects caused by numerous organ donation scandals, the chief goals of the Life Time Clock were to poignantly demonstrate the urgency of becoming an organ donor card holder and motivate the German public into becoming organ donors themselves.
To achieve this we created an emotionally resonant installation that, by focussing on the tragic fate of one patient, promotes the need for donor-card holders in a deep, relatable way.
With the lack of Organ-Donations in Germany effecting thousands of Germans across all social and ethnic backgrounds, our target was broad:
Every German citizen.
Creative Execution
To achieve the maximum impact, an imposing, striking and physical installation was needed. To enable people to connect emotionally with the need for organ-donation, we focussed not on the anonymous facts and figures, but on the harsh individual and involving fate of one patient.
It is extremely challenging to be presented with such a dramatic case, knowing that you can personally make a difference. Having witnessed the Life Time Clock’s slowly running sands, the viewer must inevitably feel responsible for the individual deaths of the patients awaiting a donor-organ.
To further its impact, the Life Time Clock debuted at the Organ Donation Day in Stuttgart, Germany. This allowed for it to receive a great amount of attention from journalists and governmental figures covering the event.
After its highly publicised and successful debut, the Life Time Clock toured Germany where it continued to move thousands into become organ donor card holders.
Around 90,000 visitors were confronted with Kevin's fate during the event.
Each day of the tour the Life Time Clock moved around 8.000 people into becoming donor card holders.
Over 6 million viewers were reached when the Life Time Clock was featured on Germanys number 1 news show, Tagesschau.
The Life Time Clock received national media attention when it was visited by Germanys Minister of Health.
Many more millions of viewers followed as the Life Time Clock was featured on multiple media outlets worldwide.
Media coverage savings amounted to over 630,000 Euro.
Subsequently, visitors to the “Fürs Leben -Für Organspende” website increased over 100%.
The Life Time Clock is a highly thought-provoking installation that made its debut at the “Organ Donation Day” in the heart of Stuttgart, Germany. Our strategy was to dramatically communicate the urgency of becoming an organ donor card holder directly to its broad public target group. The huge, imposing physical presence of the Life Time Clock easily caught the attention of the public and they were instantly drawn to it. They were able to learn of Kevin’s struggle and decide to immediately become organ donor card holders by taking an organ donor card dispensed by the Life Time Clock.