FAKE SELF-HELP BOOKS AGAINST AGE POVERTY

TitleFAKE SELF-HELP BOOKS AGAINST AGE POVERTY
BrandDEUTSCHER SPARKASSEN - UND GIROVERBAND E.V.
Category D03. Limited Run Promotional Items & Printed Media
Product/ServiceRETIREMENT PROVISION
Entrant JUNG VON MATT Hamburg, GERMANY
Idea Creation JUNG VON MATT Hamburg, GERMANY
PR JUNG VON MATT Hamburg, GERMANY
Production HESSE STUDIOS Berlin, GERMANY
Additional Company DEUTSCHER SPARKASSEN UND GIROVERBAND Berlin, GERMANY
Credits
Name Company Position
Till Eckel Jung von Matt AG Executive Creative Director
Sven Rebholz Jung von Matt AG Managing Director
Johannes Hicks Jung von Matt AG Creative Director
Frances Rohde Jung von Matt AG Creative Director
Stephen Quell Jung von Matt AG Creative Director
Lukas Popp Jung von Matt AG Junior Copywriter
Benjamin Baum Jung von Matt AG Copywriter
Sarah Dornieden Jung von Matt AG Senior Art Director
Ole Nagatis Jung von Matt AG Senior Concept Creative
Greta Attinger Jung von Matt AG Junior Art Director
Christopher Schneider Jung von Matt AG Art Director
Aline Mathieu Jung von Matt AG Junior Copywriter
Benjamin Mohr Jung von Matt AG Senior Art Director
Julian Schnaars Jung von Matt AG Art Director
Maximilian Lange-Brandenburg Jung von Matt AG Copywriter
Antonia Trippner Jung von Matt AG Graphic Designer
Matthias van de Sand Jung von Matt AG Head of TV
Sergii Eisenstadt Jung von Matt AG Junior Producer
Sascha Lutzius Jung von Matt AG Client Service Director
Yasemin Küçük Jung von Matt AG Project Manager
Silke Lehm Deutscher Sparkassen - und Giroverband e.V. Lead Marketing-Communication
Nadin Hirsch Deutscher Sparkassen - und Giroverband e.V. Campaign Manager
Meike Drefahl Deutscher Sparkassen - und Giroverband e.V. Creative Director
Arabella Bartsch Freelancer Director
Tobias Koppe Freelancer Director Of Photography
Laura Imkamp Jung von Matt AG Videographer
Rocco di Mento Freelancer Editor
Delia Baum Freelancer Photographer

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

Parallel to the largest European book fair in Frankfurt, the campaign went online. We placed our fake self help books between the other publications at the Book Fair. That was easier than we thought. It didn't take long and we were one of the most discussed topics at Frankfurter Buchmesse. And the demand for our funny but limited self-help books was enormous! In order to also become talk of town we installed billboards all around Frankfurt displaying our books. We even had a walking book as seen in the case film.

Cultural / Context information for the jury

he Frankfurt Book Fair is the world's best-known fair for print and digital content. It is also an outstanding event of cultural and social significance. It brings together publishing experts and creative industry VIPs to exchange ideas with writers, stars, journalists and culture enthusiasts from around the world. At this time of the year, everyone in Germany is talking about books. Funfact: The motto of this year's Frankfurt Book Fair was: "Ideas that move the world".