| Title | WE ARE CHARLIE |
| Brand | REPORTERS WITHOUT BORDERS |
| Product/Service | NGO |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
| Hans Juergen Kaemmerer |
Leo Burnett |
Creative Director |
| Benjamin Merkel |
Leo Burnett |
Copywriter |
| Hugo Moura |
Leo Burnett |
Art Director |
| Michael Meisen |
|
Photographer |
| Netti Weber |
Leo Burnett |
Agency Producer |
The Brief
Brief was to expressed our deepest sorrow for the victims to the people of France but also reaffirm the importance of the work of Reporters Without Borders.
Campaign Success
To denounce this brutal attack on freedom of the press, we quickly prepared newspapers which featured articles about the atrocity. In a first-time technique, we used the printing press gripping holes at the lower edge of newspapers. We placed portraits of the victims at the exact points where the grippers perforated the paper – symbolizing of the terrorists' bullets. We distributed these newspapers in cafés, bars and libraries. At the same time, we set up a book of condolences on our website for people to declare their solidarity.
Describe the success of the promotion with both client and consumer including some quantifiable results
With this campaign we reached many people in major German cities. This generated more than 1800 personal entries in our online book of condolence. The book was printed and forwarded to the French Embassy in Berlin. In this way, we not only expressed our deepest sorrow for the victims to the people of France but also reaffirmed the importance of the work of Reporters Without Borders.
Explain why the method of promotion was most relevant to the product or service
On January 7, 2015, terrorists killed 11 people in the editorial offices of the Paris satirical magazine Charlie Hebdo.
To denounce this brutal attack on freedom of the press, we quickly prepared newspapers which featured articles about the atrocity. We placed portraits of the victims at the exact points where the grippers perforated the paper – symbolizing of the terrorists' bullets.