WELCOME, MIGRANTS!

ClientBROZ
TitleWELCOME, MIGRANTS!
Product/ServiceBROZ
Entrant ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Production HOMEMEDIA PRODUCTION Bratislava, SLOVAK REPUBLIC
Credits
Name Company Position
Peter Darovec Istropolitana Advertising s.r.o. Creative Director
Michal Belej Istropolitana Advertising s.r.o. Associate Creative Director
Naďa Lukáčiková Istropolitana Advertising Art Director
Ondrej Synak Freelance Cameraman
Matúš Havelka Freelance Cameraman

Why is this work relevant for Integrated?

The campaign demonstrates how the simple idea (birds as refugees) worked in online and generated viral content and generated creative outcomes in offline media. With limited budget for non-profit organisation we created a campaign that opened an important topic across the media.

Background

BROZ is an organisation that helps to save endangered species around Bratislava, the capitol of Slovakia. The population of migrating birds in the cities has declined by 50 %. The objective of the campaign was to raise awareness of the problem and to raise money for the organisation.

Describe the creative idea

While Slovakia is the country with lowest number of refugees in European Union, migrants are still huge topic misused by politicians and extremists. Some of them create hoaxes about migrants heading to Slovakia. The idea came from such hoaxes and we told the truth about migrating birds coming to Slovakia than need help.

Describe the strategy

The target group was general public in the area around Bratislava, capitol of Slovakia. In order to get the viral potential we created the message that was well received among groups and was shared on social media. Liberal people shared the video in support of migrants. But the message resonated also among conservative people who were supporting the rescue of migrating birds. The offline media were chosen according to bird habitat – e.g. anti-collision stickers or local radio in villages around Bratislava (those villages are near the river Danube where the birds live).

Describe the execution

The campaign was primarily based on the online video and in offline world we used local radio broadcast, anti-collision stickers or documentaries about migrating birds.

List the results

The campaign was received by the whole spectrum, because it didn’t divide the people, it united them. Thanks to the message the video got viral and thanks to new contributors BROZ is able to build 10 000 nests for migrating birds.