| Title | CARITAS "KEYS OF HOPE" |
| Brand | DEUTSCHE CARITAS / CARITAS INTERNATIONAL |
| Product/Service | WORLDWIDE HELP FOR PEOPLE ON THE RUN |
| Category |
G06. Photography |
|
Entrant
|
BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Idea Creation
|
BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Media Placement
|
OMD GERMANY Düsseldorf, GERMANY
|
|
PR
|
KETCHUM PLEON Düsseldorf, GERMANY
|
|
Production
|
COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
|
|
Production 2
|
CRAFTWORK Düsseldorf, GERMANY
|
|
Additional Company
|
BBDO LIVE Düsseldorf, GERMANY
|
Credits
| Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
| Darren Richardson |
BBDO Düsseldorf GmbH |
Chief Creative Officer |
| Kristoffer Heilemann |
BBDO Düsseldorf GmbH |
Creative Managing Director / Executive Creative Director |
| Marie Therès Schwingeler, Andy Wyeth, Konstanze Bruhns |
BBDO Düsseldorf GmbH |
Creative Director |
| Kirsten Dey-Kanani |
BBDO Düsseldorf GmbH |
Art Director |
| Ailton Henriques |
BBDO Düsseldorf GmbH |
Art Director |
| Fabian Haumann |
BBDO Düsseldorf GmbH |
Senior Art Director |
| Verena Schödel, Benjamin Kraus, Marvin Ruthmann, Janette Woelwer Anouk Huismann |
BBDO Düsseldorf GmbH |
Account Team |
| Steffen Gentis |
BBDO Group Germany GmbH |
Chief Production Officer |
| Alexander Link |
BBDO Düsseldorf GmbH |
Digital Media Designer |
| Michael Koch, Sarah Asic, Sabrina Niehuis |
CraftWork - a brand of ad agencyservices GmbH |
Producer |
| Juhn Kim, Jason May, Claude Keller, Lina Montag, Samir Saad, Lukas Schmücker, Kai Thorarensen, Anna Wegiel |
CraftWork - a brand of ad agencyservices GmbH |
Editor |
| Bradley Secker |
- |
Photographer |
| Peter Lony, Ulla Vogel |
Cobblestone Filmproduktion GmbH |
Producer |
| - |
CraftWork - a brand of ad agencyservices GmbH |
Post Production Company |
| - |
TRO GmbH Music Services |
Music/Sound Design |
| Ric Scheuss, Alexis Papandimitriou |
TRO GmbH Music Services |
Music/Sound Supervisor |
| Charlie Crane |
c/o Cobblestone Filmproduktion GmbH |
Director |
| John Barr |
c/o Cobblestone Filmproduktion GmbH |
Director of Photography |
| Tobias Saul |
- |
Typographer |
| Bernhard Burg, Dörte Reintgen-Krombusch |
BBDO Düsseldorf GmbH |
Print Producer |
The Campaign
The Keys of Hope campaign was based on one small insight that gives a more human perspective to one of the biggest tragedies of our time: While refugees have to leave everything behind, there is one thing they all take with them – their house keys – a symbol of hope that one day, they will return. The campaign idea was to share 10 human stories behind 10 keys. Documented in Caritas refugee camps all over Europe, photographs and videos reveal the motivations of those fleeing their homes, none of which are economic. Campaign viewers would get to know people just like them, who had hopes, dreams, happiness, and a home they didn’t want to leave.
Creative Execution
An iconic photographic series shot by documentary photographer, Bradley Secker, were at the heart of the Keys of Hope campaign. The simplistic, yet stirring images depicted the outstretched hand of a refugee holding a key to the home he or she was forced to abandon and were paired with a short film of the key’s owner sharing their personal story of a home lost due to the unrest. The poster series by symbolizes hope, remembrance, and recognition. Viewable at a live art exhibition, on the digital platform, and via sharing on social media and blogs, the key in hand has become the symbol for hope. The Keys of Hope live event, digital campaign, and social media outreach, as well as blogger program began in early 2016 and are planned to continue throughout the year.
Indication of how successful the outcome was in the market
The Keys of Hope campaign resulted in a 300% increase in traffic to the donation platform. Consumers were engaged online via social, PR, and blog posts. They empathized, gave, and shared with their peers, earning the campaign media placements all over national TV channels. The proven campaign reach was 17 Million, garnering above average social engagement. But most important of all, the public debate changed, turning an anonymous mass of refugees back into human beings. It’s given hope to people who need help.
Choice of campaign elements:Consisting of a photography series, live art exhibit featuring photo and digital content, a digital hub, blogger & influencer outreach, plus social and traditional media, the campaign served to increase contributions to Caritas International for the purpose of supporting their refugee centers. Target audience: The campaign was aimed widely - everyone affected by the refugee crisis. Benevolent art enthusiasts were targeted for the live art exhibition. Bloggers were targeted for their extensive influence to engage people in the digital Keys of Hope content. Approach: The campaign featured a mix of traditional and digital media. A photography campaign by British documentary photographer Bradley Secker went on display at the live Keys of Hope art exhibit, accompanied by biographical films. A robust digital hub showcased the same content plus a deeper dive. Users could browse, donate, share content. National TV, print, PR, and bloggers directed people to the platform.