2021 Brand Experience & Activation

VERY IMPORTANT STAMPS

TitleVERY IMPORTANT STAMPS
BrandINTERNATIONALE GESELLSCHAFT FÜR MENSCHENRECHTE (IGFM) – DEUTSCHE SEKTION E.V. /
Product/ServiceNFP
Category A06. Not-for-profit / Charity / Government
Entrant KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Media Placement KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 2 AUTOACTIVA GMBH Hanau, GERMANY
Production 3 KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 4 SKILL MUSIC Hamburg, GERMANY
Post Production KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Additional Company INTERNATIONAL SOCIETY FOR HUMAN RIGHTS (ISHR) – GERMAN SECTION Frankfurt/Main, GERMANY
Credits
Name Company Position
Martin Lessenthin International Society for Human Rights (ISHR) – German section Spokesman of the Board
Valerio Krüger International Society for Human Rights (ISHR) – German section Public relations officer
Laura Pohl International Society for Human Rights (ISHR) – German section Public Relations Officer
Fabian Frese Kolle Rebbe GmbH Managing Director Creation
Stefan Wübbe Kolle Rebbe GmbH Executive Creative Director
Rolf Leger Kolle Rebbe GmbH Lead Creation, Creative Director, Art Direction
Florian Ludwig Kolle Rebbe GmbH Lead Creation, Creative Director, Copywriter
Hannah Mischlich Kolle Rebbe GmbH Account Manager
Natasha Pramanik Kolle Rebbe GmbH Illustration
Alice Feja Kolle Rebbe Studios Artbuying
Christian Rentschler Kolle Rebbe GmbH Creative Director / UX Design
Nicole Holzenkamp Kolle Rebbe GmbH Creative Principal
Anna Kiesbüy Kolle Rebbe GmbH Art Direction Digital
Antonia Backert Kolle Rebbe GmbH UX / UI Design
Alexander Alles Autoactiva GmbH Web Development
Loay Al-Suraj Autoactiva GmbH Web Development
Alexine Schmidt Autoactiva GmbH Account Manager
Jan-Ole Brendel Kolle Rebbe Studios Agency Producer
Ole Brand Kolle Rebbe Studios Agency Post Producer
Alexander Hildenberg Kolle Rebbe Studios Director, Director of Photography
Felix Meyer Kolle Rebbe Studios Editor / Motion Designer
Klaas Nocken Kolle Rebbe Studios Audio Engineer
Anya Weihe Freelance Speaker
Torben Brüggemann Skill Music GbR Composer
Alexander Henke Skill Music GbR Composer
Laura Breiling (@laura_breiling) Freelance Artists / Influencer
Andreas Preis (@andreaspreis) Freelance Artists / Influencer
Heiko Müller (@heikomullerart) Freelance Artists / Influencer
Tina Berning (@tina_berning) Freelance Artists / Influencer
Diana Ejaita (@dianaejaita) Freelance Artists / Influencer
Bene Rohlmann (@bene_rohlmann) Freelance Artists / Influencer
Christoph Niemann (@abstractsunday) Freelance Artists / Influencer

Why is this work relevant for Brand Experience & Activation?

Without spending a single euro spent on media, this promotion made an ageing human rights NGO visible and relevant to a younger, social media-obsessed audience. So relevant, that over 2000 people actively engaged in the fight for human rights by writing letters to protect political prisoners all over the world.

Background

Iran, Cuba, China, Saudi Arabia – all over the world human rights activists are imprisoned by repressive regimes. One way to protect them from torture and repression is mail from abroad. It shows prison staff that the world is watching. International Society For Human Rights (ISHR), one of Germany’s oldest Human Rights NGOs, wanted to raise awareness and generate letters to amplify said effect on prison guards.

Describe the creative idea (20% of vote)

A simple insight: Only important people make it onto stamps! And an equally simple idea: A series of stamps with portraits of 10 imprisoned human rights activists. Stamps that would show prison guards with every letter that the inmates are internationally respected persons.

Describe the strategy (20% of vote)

To hit two birds with one stone, we collaborated with German artists who are famous on Instagram and had thousands of followers. For two reasons. Firstly, to generate truly unique portraits that would make the stamps appealing. Secondly, to have influential supporters who were willing to spread the word about our initiative for free.

Describe the execution (30% of vote)

The result of this collaboration was 10 unique portraits of prisoners that were turned into official stamps by a service of German Mail. The artists shared their portraits, the prisoners’ stories, and the actual stamps with their communities. Further artists, like world-famous illustrator Christoph Niemann, supported the initiative, calling people to order the free stamps and write to the prisoners.

List the results (30% of vote)

VERY IMPORTANT STAMPS was one of the most successful promotions in the history of the German chapter of ISHR. Without spending a single Euro on paid media, it gained an organic reach of 2.2 million across relevant social media channels, increased ISHR followers on Instagram eightfold, and most importantly, over 2000 people reached through social media actually engaged in the fight for human rights. They ordered our stamps and wrote letters to prisoners – turning the stamps into weapons against injustice.