| Title | VERY IMPORTANT STAMPS |
| Brand | INTERNATIONALE GESELLSCHAFT FÜR MENSCHENRECHTE (IGFM) – DEUTSCHE SEKTION E.V. / |
| Product/Service | NFP |
| Category |
A06. Not-for-profit / Charity / Government |
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Entrant
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Idea Creation
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Media Placement
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Production
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Production 2
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AUTOACTIVA GMBH Hanau, GERMANY
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Production 3
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Production 4
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SKILL MUSIC Hamburg, GERMANY
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Post Production
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Additional Company
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INTERNATIONAL SOCIETY FOR HUMAN RIGHTS (ISHR) – GERMAN SECTION Frankfurt/Main, GERMANY
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Credits
| 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.