Title	WALK FOR LIFE
Brand	AIDS-HILFE FRANKFURT
Product/Service	WALK FOR LIFE CHARITY RUN
Category	C04. Ambient Use of Digital Technology
Entrant	McCANN Frankfurt, GERMANY
Idea Creation	McCANN Frankfurt, GERMANY
Idea Creation 2	MRM//McCANN Frankfurt, GERMANY
Media Placement	McCANN Frankfurt, GERMANY
Media Placement 2	MRM//McCANN Frankfurt, GERMANY
PR	McCANN Frankfurt, GERMANY
PR 2	MRM//McCANN Frankfurt, GERMANY
Production	MRM//McCANN Frankfurt, GERMANY
Production 2	DROPOUT-FILMS Mainz, GERMANY
Additional Company	AIDS-HILFE FRANKFURT E.V., GERMANY

Name	Company	Position
Sebastian Hardieck	McCANN Worldgroup Germany	Chief Creative Officer
Martin Biela	MRM//McCANN	Executive Creative Director
Thomas Dempewolf	MRM//McCANN	Group Creative Director
Thomas Auerswald	McCANN Worldgroup Germany	Creative Director
Olaf Haarsma	MRM//McCANN	Creative Director
Sandra Schaus	MRM//McCANN	Art Director
Jan-David Winter	MRM//McCANN	Apprentice Creative
Jan Portz	MRM//McCANN	Creative Director
Danijel Beljan	MRM//McCANN	Creative Technologist
Thomas Kochwasser	MRM//McCANN	Senior Social Media Strategist
Katharina Potgieter	MRM//McCANN	Social Media Manager
Jerome Cholet	McCANN Worldgroup Germany	PR & Communications Director
Steffen Pferr	McCANN Worldgroup Germany	Event Manager
Farina Bubert	MRM//McCANN	Account Manager
Timo Hormel	McCANN Worldgroup Germany	Project Manager
Rebecca Schuster	McCANN Worldgroup Germany	Trainee PR & Communications
Leonie Schliesske	McCANN Worldgroup Germany	Trainee PR & Communications
Uwe Pieper	McCANN Worldgroup Germany	Booth Builder
Dirk Doerrhoefer	McCANN Worldgroup Germany	Booth Builder
Vincent Brod	Vincent Brod Photography	Photographer
Daniel Seideneder	dropout-films	Director
Wolf-Tassilo Sack	dropout-films	Executive Producer
Justin Peach	dropout-films	DOP Lighting Cameraman
Maren Rudolph	dropout-films	DOP Lighting Cameraman
Anika Auerswald	dropout-films	Editor
Michelle Meier	dropout-films	Editor

Brief Explanation

The Insight: Young people are interested in sneakers and sports. So before starting this year’s “Lauf für mehr Zeit” (Walk for Life) charity run in Germany, the AIDS foundation came up with the idea of opening up a shoe store in one of Europe’s biggest malls. But this store never sold a single shoe. Instead it presented shoes that were old and worn, and each pair told a story about people affected by HIV or AIDS. These personal tales were unlocked via the visitors’ mobile phones, and were gathered together on the Walk for Life website. This became a powerful storytelling medium that compelled people to engage with an uncomfortable topic and motivated them to participate in the “Lauf für mehr Zeit”.