London International Awards 2012 | ||
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Non-Traditional | Public Service/Social Welfare | Bronze Winner |
Entrant: Kolle Rebbe, Hamburg
MISEREOR e.V. - 2 Euro Help - "The Power of a Coin"
Corporate Name of Client: Bischöfliches Hilfswerk MISEREOR e.V.
Client Account Director: Michael Kleine
Agency Account Directors: Jan Kowalsky/ Jessica Gustafsson/Guido Block
Agency: Kolle Rebbe, Hamburg
Creative Director: Rolf Leger
Copywriter: Sascha Petersen
Art Directors: Matthias Grotter/Felix Schulz
Creative Technologist: Tom Schallberger
Design Director: Matthias Grotter
Art Buyers: Emanuel Mugrauer/Katja Sluyter
Illustration Company: Bomboland, Lucca
Production Company: Thomas Beecken Realisations, Hamburg
Technical Creative Director: Matthias Erb
Technical Developer: Wadim Filippov
Cutter: Monika Hütter
Description of the Project
Challenge: To develop an attention-grabbing Interactive Installation for the international children’s charity MISEREOR in order to generate donations for the charity’s projects. The objective was to communicate the fact that even a small donation can make a big difference.
Strategy and Solution: It was necessary to make people directly aware of the impact that 2 euros can have. To achieve this, a billboard was redesigned to be an interactive donation box. When 2 euros are donated directly on the billboard, the various MISEREOR aid projects visually come to life. A built-in camera takes a photo of the donor, which he can post on Facebook and then share information about the promotion. As a result, the promotion spread virally online and on many blogs.
The promotion started in February 2012 at Hamburg’s airport. After just one week, it was shared on Facebook over a thousand times. What’s more, the press and numerous blogs reported on “The Power Of A Coin”. Within a month, over 2,000 euros were donated via the billboard. More billboard locations followed.