Title	SAVE A LANGUAGE
Brand	VODAFONE D2
Product/Service	MISCELLANEOUS
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY
Production Company	MARKENFILM CROSSING Hamburg, GERMANY

Name	Company	Position
Götz Ulmer	Jung von Matt AG	Executive Creative Director
Thimoteus Wagner	Jung von Matt AG	Executive Creative Director
Simon Hiebl	Jung von Matt AG	Creative Director
Thomas Heyen	Jung von Matt AG	Creative Director
Markus Kremer	Jung von Matt AG	Creative Director
Match Herceg	Jung von Matt AG	Creative Director Digital
Manuel Urbanke	Jung von Matt AG	Art Direction
Nico Polzin	Jung von Matt AG	Art Direction Digital
Maximilian Hoch	Jung von Matt AG	Copywriter
Alexandra Petruch	Jung von Matt AG	Designer
Julia Mecklenburg	Jung von Matt AG	Client Service Director
René Requardt	Jung von Matt AG	Client Service Director
Sophie Stejdir	Jung von Matt AG	Account Manager
Carl Kuhn	Jung von Matt AG	Account Manager
Christian Hibbeler	Jung von Matt AG	Agency Producer
Lisa Kriszun	Jung von Matt AG	Agency Producer
Marco Berger		Direction
Arthur Jagodda	Freelancer	Cutter/Editor
Gregor Gründgens	Vodafone GmbH	Director Brand/Marketing Communications
Anne Stilling	Vodafone GmbH	Communications Director

Brief Explanation

Vodafone wanted to prove their passion for communication by rescuing the heart of communication: the language. Therefore Vodafone choose the dying language Aypaneco to create a dialog with a social community and at the same time prove their passion for communication by rescuing it from extinction. To save a language forever, they involved people from all over the world. On our campaign website, users could directly get in touch with the mission and simply become a part of it: inventing a new kind of media – the first social dictionary. In a second step the community was engaged to learn basics in a playful, interactive textbook.

The Campaign

Vodafone started a mission to save the language, Ayapaneco from extinction. A heartbreaking story of the two last speakers and their fight that leads to them not talking to each other for decades. The whole campaign can be described as a rescue mission that has led people on a platform, where they could be part of saving the language forever. By building up the first digital legacy – a social dictionary that has made more than 5000 words immortal until today and preserves the cultural knowledge of an entire language has been built.

Creative Execution

The mission – Viva Ayapaneco – started in Ayapa, Mexico. The hometown of the last two speakers of Ayapaneco that stopped talking to each other decades ago. We involved the online community worldwide, to preserve Ayapanco forever. The overall idea was to invent an innovative platform to persevere the language. Building up the first social dictionary that grows day by day. Users could simply adopt a word and by that we have built up a home for a language that would have died otherwise. Authentic documentaries, trailers and playful outdoor activities supported the success of the legacy. In a second step the community was engaged to learn basics in a playful, interactive textbook. To let their language really come to live again, Vodafone built up a school for Ayapaneco. Then the whole village was put to action to bring both men back together. After a reunion they began to teach Ayapaneco together.

Bringing a language back to life and preserve it forever, cannot be done within a few month. The goal is to build a long-term platform to make the digital legacy of Ayapaneco grow day by day. By working with the online community, already more than 1000 participants saved 1500 words forever. And it is still going on. But the most important result we already know: one language saved.