Title	NEW BARAKA – THE FIRST ONLINE SHOP FOR HOPE
Brand	YOU STIFTUNG – BILDUNG FÜR KINDER IN NOT
Product/Service	FUND-RAISING-MICROSITE „NEW BARAKA“
Category	A02. Digital Illustration
Entrant	DENKWERK Cologne, GERMANY
Idea Creation	DENKWERK Cologne, GERMANY

Name	Company	Position
Alina Schlaier	denkwerk GmbH	Creative Director

The Campaign

Brief The You-Foundation asked us to develop an idea that ensured help – to aid inhabitants in helping themselves. So that the homes of about 30,000 people could be saved from demolition. Forever. Solution Sometimes you must break down a dream to bring it to life. We virtually disassembled this vision into its smallest components, so we could easily sell these (affordable) pieces in what could possibly be the first online shop for hope.

Creative Execution

Execution When you hear “slum” and “Africa” certain images automatically come to mind. And this is exactly what we wanted to avoid, because pity has nothing to do with the vision for New Baraka. To this end, we worked solely with illustrations – in a style which unmistakably and strikingly expresses both the positive energy and the idea. Results • Over 1.5 million Euros in the first two months • Baraka was officially recognized by the government