Category: Titanium and Integrated
Advertiser: GREENPEACE SWITZERLAND
Product/Service: GREENPEACE
Agency: DRAFTFCB
Executive Creative Director: Dennis Lueck (Draftfcb Lowe Group)
Copywriter: Tizian Walti (Draftfcb Lowe Group)
Copywriter: Maximilian Kortmann (Draftfcb Lowe Group)
Art Director: Christoff Strukamp (Draftfcb Lowe Group)
Art Director: Denise Frech (Draftfcb Lowe Group)
Graphic Designer: Cinthia Stettler (Draftfcb Lowe Group)
Illustrator: Anatolji Pickmann
Client Service Director: Marie-Theres Ott (Draftfcb Lowe Group)
Account Director: Yvonne Friedli (Draftfcb Lowe Group)
Account Manager: Sandra Kopplin (Draftfcb Lowe Group)
Online: Daniel Tschanz (Draftfcb Lowe Group)
Online: Mateja Aleksic (Draftfcb Lowe Group)
Film Director: Martin Luchsinger
Film Producing: Sophie Toth
Film Producing: Philip Peterson
Photographer: Daryl Hefti
: Goetz Hudelmaier (Pumpkin Film)
Media placement: Print - 20Minuten, Misc. Filler Ads - 20 November 2011
Media placement: TVC - SF, TSI, RSI, RTL, PRO7, SAT 1 - 20 November 2011
Media placement: Cinema - 30 Cinemas In Switzerland - 10 December 2011
Media placement: Online - Major Swiss News Portals - 20 November 2011
Media placement: Direct Mailing - To All Davids In Switzerland - 11 December 2011
Describe the campaign/entry
The task was to create a campaign that recruits new supporters and members for Greenpeace Switzerland.
The idea behind the 360° campaign is a metaphor that lies in the core of Greenpeace. And that`s the one about the oldest battle in the world: David vs. Goliath. Our goal was to get more 'Davids' to join Greenpeace in the battle against polluters. Thus, our campaign motto was: 'Become David now'.
Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign started in November 2011 with a simultaneous print and online campaign consisting of 'recruitment' headlines. Shortly after, the 'David' commercial was launched in TV and cinema. The 'Daily David' newsletter was sent out as a direct mail. On December 11th, the name day mailing was sent to all people named David in Switzerland. The second print campaign, showing the David vs. Goliath illustrations, was first aired in December. A second run was produced in March, 2012.
Give some idea of how successful this campaign/entry was with both client and consumer
Switzerland became David. Just 4 months after the campaign was launched, over 7,600 Davids joined Greenpeace Switzerland. That`s a 26% increase in members. Until March 2012, the campaign generated donations of more than 3m Swiss Francs.