Category A11. Charities & Non-profit
Idea Creation CODE D'AZUR Amsterdam, THE NETHERLANDS
Name Company Position
Kim Nieuwenhuijs & Madelon Uljee CODE D'AZUR Creative Director

The Campaign

De Regenboog Groep is committed to helping the 80.000 lonely citizens of Amsterdam by offering conversations with buddies (social workers). So you could say that words can solve loneliness. That’s where we found our idea. We’ve used the power of words and found a way to generate donations trough these words. That is why we have asked well-known authors to write the stories of these lonely people. The words contained in the stories can be revealed through donations made on the platform: For each €2.50 donated, one word is revealed. By working together, the contributors can unlock all the stories.

Creative Execution

Of course the website is fully responsive. The stories of the lonely citizens of Amsterdam is being told when you scroll down. To give this story extra attention to, the copy is highlighted as you move along when you scroll. The parallax in the scroll emphasizes the authentic feeling of Amsterdam. Which affects the user emotionally, especially the people that live in Amsterdam. The dotted lines between the words indicate the words still to be donated. The monotonous feel, the serif font and the paper look refer to a real book. The overall dark gloomy design makes the text of the story easy to read on display.

To drive as many people to our website filled with short stories as possible, we utilised the social channels of our writers and were lucky to be given loads of free media space and PR attention. The subject of loneliness touched many. The campaign just started and the first two stories are already revealed, raising 2.50 per word. Within two days the first story was revealed, that’s 1100 words and €2,067.50 raised – and counting. New stories are lining up to be put online and revealed by new contributors. So help De Regenboog Groep and fight loneliness with them. Word by word. One story at a time. Let's meet on

In their quest to put an end to loneliness, De Regenboog Groep offers conversations with “buddies” to lonely individuals. These individuals have interesting stories, but unfortunately no one to share them with. In order to be able to finance these “buddies”, we developed a platform on which to share the stories of these lonely people, while collecting funds through donations. New stories are continually uploaded to the platform, which enables donations to keep coming in. The platform works for everyone: people who donate money, receive a story, people who feel unheard, are heard. And The Rainbow Group collects money to fund the very import work they do.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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