| Title | CARITAS "KEYS OF HOPE" |
| Brand | DEUTSCHE CARITAS / CARITAS INTERNATIONAL |
| Product/Service | WORLDWIDE HELP FOR PEOPLE ON THE RUN |
| Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
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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 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
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 Keys of Hope campaign resulted in a 300% increase in traffic to the donation platform. People were engaged online via social, PR, and influencer posts, gernering 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.
• Data gathering
The dominant thrust of the site was to elicit donation transactions.
• Target audience
The campaign was aimed widely. Benevolent art enthusiasts were targeted for the live art exhibition. Bloggers were targeted for their extensive influence to engage people in the digital content.
• Relevance to platform
The site was accessible to everyone, on any device, and optimized for mobile to ensure that every touch point had the opportunity to result in a donation.
• Approach
The campaign radiated from a robust digital hub featuring the Keys of Hope print art, and immersive biographical films. Users could browse the stories, donate, share content. National TV, print, PR, and bloggers directed people to the platform as well as a live art exhibit, which in turn promoted the platform. All activations allowed for simple and direct donations. The campaign gave Syrian refugee stories the space they weren’t getting in mass media.