SPEAKING CAN ONLY BE LEARNED BY SPEAKING
| Title | SPEAKING CAN ONLY BE LEARNED BY SPEAKING |
| Brand | ORF HELFENWIEWIR |
| Product/Service | FOUNDATION |
| Category |
E01. Copywriting |
|
Entrant
|
JANDL WIEN, AUSTRIA
|
|
Idea Creation
|
JANDL WIEN, AUSTRIA
|
|
Production
|
SEVEN FILM UND POSTPRODUCTION GMBH Vienna, AUSTRIA
|
Credits
| Alexandru Strimbeanu |
JANDL marketing a reklama, s.r.o. |
Creative Director |
| Lucia Cermakova |
JANDL marketing a reklama, s.r.o. |
Art Director |
| Daniel Feranec |
JANDL marketing a reklama, s.r.o. |
Copywriter |
| Ernst Jandl |
Poet |
Poet |
| Rosa Kriesche |
Independent |
Strategy planner |
| Sylvia Neuherz |
Independent |
Account |
| Martin Repka |
Independent |
Director |
| Jerzy Palacz |
Independent |
DOP |
| Gottfried Schmelzer |
Independent |
Gaffer |
| Julian Stampfer |
Independent |
Focus Puller |
| Franz Moritz |
Independent |
Sound |
| Peter Möstl |
Independent |
Sound |
| Tanja Hausner |
Independent |
Styling |
| Andrea Hanke |
Independent |
Make-up |
| Daniel Dolinar |
Independent |
Unit manager |
| Philipp Kiefhaber |
Independent |
Production Ass |
| Fabian Wild |
Independent |
DIT |
| Bernie Pfeiffer |
Independent |
Editor |
| Ebo Rose |
Independent |
Online/Grading |
| Studio SteinHof |
Studio SteinHof |
Sound Editing |
| Robert Reinagl |
Independent |
VO |
| Seven Film- und Postproduction GmbH |
Production Company |
Production Company: |
| Bernd Fliesser |
JANDL Wien GmbH |
Chief Creative Officer and Copywriter |
The Campaign
We thought about how we could combine the subjects of language and culture, and found it in Austrian literature.
The texts of Austrian lyricist Ernst Jandl are still taught in Austrian schools today and remain very relevant, thematically. Himself a refugee, Jandl became famous with his experimental lute and speech poems.
His works include themes such as war, persecution and anxiety. His texts make it very clear just how difficult the German language is. Three refugees living in Austria today - Safwan Alshufi, Tanya Kayhan and Bagher Ahmadi - present poems by award-winning poet Ernst Jandl, by reciting them perfectly.
Creative Execution
The campaign ran for 1 month on major Austrian media: TV, Radio, OOH and Events.
Results
When we started, donations were at 2.1 million Euro.
Now, the volume of donations for HELFEN.WIE.WIR. stands at almost 2.3 million. In the campaign period from April - May 2016 an additional 200,000 EUR were donated.
Every piece of the campaign uses helfenwiewir.at as the response element to activate donations.
A refugee crisis turn into a European crisis and a national societal crisis.
In terms of "refugees" the Austrian society is divided into three camps:
Supporters: People who actively believe in the power of the individual (23%) * & habitual donors
Doubts: people who hope to bring about the power of the collective to improve the refugees, but do not have any help to make a meaningful contribution.
Opponents: people who are critical of the refugees
Above all nationalist-minded and lower education and income classes are increasingly rejecting the integration policy and are among those who tend to donate less to nothing.
Our strategy was to create a campaign that does not further aggravate the gulf between supporters and opponents and does not provide any material for protests.
A communication line that, with intelligence and humor, not only mentions the formation of refugees, but also the formation of Austrians