| Title | CARITAS "KEYS OF HOPE" |
| Brand | DEUTSCHE CARITAS / CARITAS INTERNATIONAL |
| Product/Service | WORLDWIDE HELP FOR PEOPLE ON THE RUN |
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Entrant
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BBDO GROUP GERMANY Düsseldorf, GERMANY
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Idea Creation
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BBDO GROUP GERMANY Düsseldorf, GERMANY
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Media Placement
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OMD GERMANY Düsseldorf, GERMANY
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PR
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KETCHUM PLEON Düsseldorf, GERMANY
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Production
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COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
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Production 2
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CRAFTWORK Düsseldorf, GERMANY
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Additional Company
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BBDO LIVE Düsseldorf, GERMANY
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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 both a live artistic exhibit and digital platform where viewers could immerse themselves in print and film mini-biographies designed to elicit an emotive and direct financial response. The content could be viewed in full at almost all touch points and universally on digital devices and via social media.
Creative Execution
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.
The integrated 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.
The Keys of Hope campaign was initiated with two key objectives in mind – increase contributions and soften public opinion of the refugee crisis – both of which would influence ongoing consumer behavior and help bring some much needed support for refugee needs, both urgent and long term.
• Target audience
The campaign was aimed widely at Europeans - 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.
• Integration
Photo & film content could be accessed via live event attendance, universally on any digital device via digital platform, social media, or blog post. All content placements allowed for simple and fast donation.
• 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, and learn more about Caritas International. National TV, print, PR, and bloggers directed people to the platform and exhibit.