Title	PORTRAID – AN ART AIDED CHARITY PLATFORM
Brand	ABURY FOUNDATION & THOMAS RUSCH
Product/Service	PORTRAID – AN ART AIDED CHARITY PLATFORM
Category	B04. Fundaraising & Advocacy
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Advertising Agency 2	SERVICEPLAN HEALTH & LIFE Munich, GERMANY
Production Company	NHB VIDEO Hamburg, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Maximilian Florian Schoengen	Serviceplan	Creative Strategist
Rohan Vitus Fernandes	Serviceplan	Copywriter
Azim Abasbek	Serviceplan	Art Director/Screen Designer
Kostiantyn Liakhov	Serviceplan	Art Director/Motion Designer
Thomas Rusch	Serviceplan	Photographer/DoP/Director
Florian Panier	Serviceplan	Executive Creative Producer
Dennis Fritz	Serviceplan	Senior Motion Designer
Boris Schechtman	Freelancer	Programmer
Matthias Rewig	nhb video	Executive Producer
Max Leist	nhb video	Producer
Gordian Gleiss	nhb video	Music
Yvonne Stroemer	nhb video	Editor
Julia Wenzel	nhb video	Editor
Mike Friedland	nhb video	Colourgrading
Susanne Reimann	nhb video	Author documentary
Simon Jokuschies	nhb video	2D VFX
Philipp Feit	German Wahnsinn	Sound Designer
Colin Solman	Freelancer	Speaker

The Brief

In developed countries, certain surgical procedures are just a matter of a phone call, but these very surgeries are unaffordable and sometimes even unthinkable to people in some parts of the world. Also, donating money is a very impersonal act of giving. The project was aimed to grab attention, and consequently get donations from people from developed countries by providing a direct link from the donor to the person receiving the donation. This direct link was facilitated by the use of photography to create a Portraid out of a portrait; and effectively raise awareness of this problem across national boarders.

Creative Execution

Portraid was implemented through its first project IseeYousee for the Abury foundation. The main challenge for Portraid was to create a direct and personal connection from the donor to the person receiving the donation, promoting the fact that some people simply can’t afford even the smallest surgery, and in doing so activate our target group to donate to a specific cause. 88 portraits, taken by famous German photographer Thomas Rusch were exhibited at the Moroccan embassy in Berlin as well as put on sale on the website portraid.org. To generate momentum, we launched the website at the same day as the March edition of the National Geographic magazine was released, in which Portraid was featured as an 8 page detailed article. Both mediums highlighting the upcoming exhibition in the Moroccan Embassy and encouraged the viewer with a 90 seconds descriptive clip and a 14-minute documentary to purchase a Portraid.

With Portraid we had a cross-media reach of nearly 130 million impressions making the problem a widely known issue, but what could be more of a result than giving back precious sight to 88 people who, otherwise, could have faced total blindness. The portraits, taken by famous German photographer Thomas Rusch, were exhibited at the Moroccan embassy in Berlin. The exhibition was an overwhelming success —all of the portraits were sold through multiple channels within days after the launch. The result of which is: The artisans featured in the Portraits will now receive their free cataract operations in June. Portraid was also featured as a detailed article in the National Geographic which further drove curiosity to the website www.portraid.org and raised awareness of this new approach of helping people through the medium of photography.

We needed an idea that makes the medical condition of underprivileged countries known to the developed world, and activate people to donate money. Portraid was implemented through its first project IseeYousee. Through Portraid we wanted to create a direct and personal connection between the donor and the portrayed person. Our aim was to promote the fact that some people on this planet simply can’t afford even the smallest surgery, and in doing so, activate our target group to donate. This direct link was facilitated by the use of photography to create a Portraid out of a portrait.