Title	VINZIRAST GETS YOU BACK ON YOUR FEET!
Brand	VEREIN VINZENZGEMEINSCHAFT ST. STEPHAN
Product/Service	VINZIRAST
Category	D04. Spatial & Sculptural Exhibitions and Experiences
Entrant	HEIMAT WIEN Vienna, AUSTRIA
Idea Creation	HEIMAT WIEN Vienna, AUSTRIA
Idea Creation 2	VEREIN VINZENZGEMEINSCHAFT ST. STEPHAN Wien, AUSTRIA
PR	VEREIN VINZENZGEMEINSCHAFT ST. STEPHAN Wien, AUSTRIA
Production	HEIMAT WIEN Vienna, AUSTRIA
Post Production	HEIMAT WIEN Vienna, AUSTRIA

Name	Company	Position
Simon Pointner	Heimat Wien	Creative Direction, Art Direction, Concept
Philip Krautsack	Heimat Wien	Creative Direction
Fabian Kohlert	Heimat Wien	Art Direction
Leopold Kreczy	Heimat Wien	Senior Copywriter
Paulina Sadlo	Heimat Wien	Graphic Design
Yannik Steer	Yannik Steer	Photographer
Claus Bukowski	-	Photo Production
Blaupapier -	Blaupapier GmbH	Retouching
Nina Herzog	-	Figures Design
Barbara Binge-Furtner	Heimat Wien	Project Management
Donata Kirchner	Heimat Wien	Social Media
Isabel Hundsbichler	Heimat Wien	Social Media
Renate Hornstein	VinziRast	Copywriter, PR, Concept
Robert Korbei	VinziRast	CEO Client

Background

We tend to ignore the people, who live on the street. When we see homeless humans, who need our help, we often look away. That’s the biggest problem for VinziRast – one of Austria’s most important institution for homeless people, when it comes to collecting donations or get their topic seen and heard. The objective was to create an experience, that people can’t ignore. Or even find something that makes people so curious that the want to find out what’s behind it.

Describe the creative idea (40% of vote)

The campaign sought to raise awareness for the topic and encourage donations. Pieces of cardboard were used to create life-size human figures. Each figure tells the true story of a person who found a home after spending time on the streets. Fragile but proud, the artworks were at the heart of the campaign, accompanied by audio stories and by out-of-home and digital ads.

Describe the execution (40% of vote)

Cardboard boxes like homeless people often use it to sleep, were assembled to life-sized cardboard figures. Each figure tells the true story of a previously homeless person who finally found a home in one of VinziRast’s night shelters or social housings. The artworks became touching symbols, fragile but proud memorials that stood at the center of an integrated 360° campaign that made real stories behind the characters come alive. With campaigns in Vienna's most popular places, including audio stories that could be experienced using QR codes – as well as out of home and digital ads.

List the results (20% of vote)

The life-sized 3D cardboard figures drew attention to a topic that people normally like to ignore and impressively demonstrated the important social role of VinziRast. People wanted to know the stories behind the figures and listened to their story online. The people didn’t only scan the qr-codes and listen to them, a lot of people made pictures and spread the word all over social media. The Austrian press took the event and it’s impressive figures as an opportunity to talk about the topic of homeless people.