"THE INVISIBLES" THIS BOOK YOU CANNOT READ AT HOME
| Title | "THE INVISIBLES" THIS BOOK YOU CANNOT READ AT HOME |
| Brand | FUNDACJA KAPUCYNSKA |
| Product/Service | "THE INVISIBLES" |
| Category |
B04. Use of Print or Outdoor |
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Entrant
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WALK Warsaw, POLAND
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Idea Creation
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WALK Warsaw, POLAND
|
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Media Placement
|
WALK Warsaw, POLAND
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PR
|
WALK Warsaw, POLAND
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Production
|
WALK Warsaw, POLAND
|
Credits
| Mariusz Pitura |
Walk |
Creative Director |
| David Racchi |
Walk with David |
Designer |
| Katarzyna Mardeusz-Karpińska, Karolina Niedzielska |
Walk |
Art Director |
| Zygmunt Cecko, Mirosław Zygmunt, Mariusz Łukaszewski, Jacek Hugo-Bader, Mariusz |
Walk |
Copywriter |
| Aleksandra Adrian, Sylwia Serafin, Karolina Kędziora |
Walk |
PR Manager |
| Paweł Miklaszewski |
Walk with David |
Managing Director |
| Mariusz Pitura, Tomasz Zieliński, Joanna Biernacka, Mateusz Gruca |
Walk |
Copywriters |
| Aleksandra Adrian, Sylwia Serafin, Karolina Kędziora, Przemek Staniszewski, Agnieszka Bacińska |
Walk PR |
Public Relations |
| Piotr Wlazło, Dawid Bednarski |
Walk Events |
Event |
| Joanna Jędrasik |
Walk Social Media |
Social Media |
| Joanna Sawicka, Natalia Wójcik |
|
Print producer |
| Michał Szczepanek, Andrzej Wiśniewski, Piotr Pogorzelski, Michał Komorowski |
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Digital |
| Marta Bresińska |
Walk with David |
Design Client Service |
| Paweł Miklaszewski |
Walk with David |
Managing Director |
| Alicja Szuba, Edyta Foryś |
|
Fundacja Kapucyńska |
| Adam Roszkowski |
Okey Films |
Video Director |
| Michał Lewicki |
Okey Films |
Graphics |
| Ernest Wilczyński |
Match & Spark |
Camera Operator |
| Oskar Łęczycki |
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Assistant Camera |
| Filip Piotrowicz |
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Light Operator |
| Maciek Kozłowski |
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Editor |
| Hubert Szklarski |
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Sound |
| Tomasz Stępniak |
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Color correction |
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DCODE MUSIC |
Music |
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FASTMEDIA |
Equipment |
|
Okey Films |
Video production |
The Campaign
Having looked all around Poland, we found Homeless writers, prepared a selection of their works and published a book containing their documentaries, poems, stories, a play. The idea was to print this book USING A SPECIAL INK THAT REACTS TO COLD. At home you see nothing but blank pages. To read the book you have to take it outside.
Campaign Success
Soon the message of the Invisible book spread along other media. All main media nationwide spoke about the incredible experience of reading in the cold. We were present in all major TV channels, radio stations, papers and websites. Even on TEDx Warsaw! The book attracted millions of Poles. There was not a single negative comment in the internet. Not even one ! There were no haters. Everybody wanted to help.
Describe the success of the promotion with both client and consumer including some quantifiable results
We also offered tangible help. The book was available at zobaczniewidzialnych.pl (on the day of the submission the second edition is almost sold). The books were auctioned at charity events and on allegro.pl. One copy was sold for 1 000 EURO! (All money was dedicated for Foundation that helps the Homeless). According to Institute of Media Monitoring, the range was 11 721 311 people, and AVE stood at PLN 1 348 656. Not bad at all. But this is just the beginning. In 2017 we will stage a play by one of the Homeless.
Explain why the method of promotion was most relevant to the product or service
You cannot help someone you do not see. So the first step is to attract attention. The experience of reading „The Invisibles” is truly shocking. You stand under the bare sky, in the cold, and read stories of people sentenced to homelessness by life.
This is the only way to understand the true meaning of the texts.
We send the book to all cultural journalists in Poland and ask them to write review. The problem was that to read the book they have to stand in the cold for hours and suffer as if they were homeless.