LIFEBOAT - THE EXPERIMENT

TitleLIFEBOAT - THE EXPERIMENT
BrandSEA-WATCH E.V.
Category D09. Immersive Experiences
Product/ServiceHUMANITARIAN HELP
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Media Placement MEDIAPLUS Munich, GERMANY
PR ACHTUNG! Hamburg, GERMANY
Production MARKENFILM Hamburg, GERMANY
Production 2 NHB Hamburg, GERMANY
Additional Company PLAN.NET Munich, GERMANY
Credits
Name Company Position
Alexander Schill SERVICEPLAN GERMANY Global Chief Creative Officer
Michael Wilk SERVICEPLAN GERMANY Executive Creative Director
Maximilian Florian Schoengen SERVICEPLAN GERMANY Global Creative Strategist
Dennis Fritz SERVICEPLAN GERMANY Head of Editing, Head of Motiondesign
Anton Reim SERVICEPLAN GERMANY Junior Motion Designer
Markus Maczey SERVICEPLAN GERMANY Creative Managing Director
Simone Herrmann SERVICEPLAN GERMANY Managing Assistant
Jochen Lenhardt MEDIAPLUS Managing Partner
Philipp von Mauch Freelance Developer, Screendesigner
Skye Fitzgerald Spin Films Director
Felix Tonnat Freelance Director Of Photography
Acki Heldens Markenfilm Hamburg Executive Producer
Daniel Farkas Markenfilm Hamburg Creative Producer/2nd unit Director
Ole Bernhardi Markenfilm Hamburg Assistant Producer
Adnen Abdallah Markenfilm Hamburg Setdesign
Steve Thompson Markenfilm Hamburg Lighting
Sabine Jankowski Freelance Camera Operator
Fabian Klein Freelance Camera Operator
Martina Di Lorenzo Freelance Camera Operator
Leonard Lokai Freelance Camera Operator
Mike Schmidt Freelance Sound Engineer Experiment
Thomas Keller Freelance Sound Engineer Interviews
Julien von Schultzendorff nhbNEXT Grading
Mike Friedland nhbNEXT Grading
Katharina Schoelzel achtung! Junior Account Manager
Katharina Bittner achtung! Account Director
Tina Vogt Vogt Casting Casting
Kathrin Heinemann SPARK Managing Director
Michael Seidler Michael Seidler Photography Photographer
Florian Zwinge Freelance Art Director

Write a short summary of what happens in the digital or ambient execution or campaign.

To regain awareness for Sea-Watch and the ongoing refugee crisis we set up a one-of-it’s kind Experience. Based on the emotional stories of five refugees we set up a simulation to let a group of Germans develop emotions of stress, anxiety and experiences that are somewhat similar but only a fragment of a real escape over the Mediterranean. 40 voluntary participants represented the German society in age, gender and profession. Psychologically this change of perspective created 40 new faces to feel empathy for and to identify with. All experiences were captured in the documentary-short of the simulation “LIFEBOAT- The experiment“. A holistic campaign including off- and online media touch points as well as selected influencer drove traffic to our campaign website www.lifeboatexperiment.org. Here we invite people to inform, understand and feel the torture of each individual journey renewing the public debate and sparking a mindshift in society.

Cultural / Context information for the jury

The refugee crisis in the Mediterranean Sea was a largely discussed topic in 2014. It separated Germany into two main groups: one pro-refugees and the right ring party being absolutely against them. While the refugee crisis in the Mediterranean along the world’s deadliest border continuous, its media coverage decreased heavily. The topic simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fell silent. Language is revolution. If we were to turn the tide, the conversation must go on. “LIFEBOAT – The experiment” re-creates a momentum and stresses the fact that the ongoing refugee crisis is not a single countries problem, but one that concerns all of Europe. The campaign generated a mindshift in society by re-enabling access to the most human of our feelings: Empathy.