| Clio Awards, 2013 | ||
|---|---|---|
| Design | Annual Reports | Bronze |
| Cannes Lions 2013 | ||
| Design Lions | Medium Business - regional or national organisations | Silver |
Advertiser: HABITAT FOR HUMANITY
Agency: IRELAND DAVENPORT, CLARITY
Category: Flat Mailing
Advertising campaign: HABITAT HOUSE
Cameraman/Photographer: Devin Toselli (Freelance)
Animator: Gigh Zack (Aces Up Animation)
Animation Director: David Theron (Aces Up Animation)
Digital Designer: Jurgens Kapp (Clarity)
Web Development: Tiaan Odendaal (Clarity)
Editor: Zama Jolobe (Aces Up)
UX And Solution Management: Gary Sundelowitz (Clarity)
Executive Creative Director: John Davenport (Ireland/Davenport)
Creative Director: Natalie Urban (Ireland/Davenport)
Art Director: Rea Willemse (Ireland/Davenport)
App Developer: André Du Preez (One Design)
Copywriter: Julia Rutherford (Ireland/Davenport)
Producer: Liesl Karpinska (Spitfire Films)
Executive Creative Director: Philip Ireland (Ireland/Davenport)
Agency Producer: Rea Willemse (Ireland/Davenport)
Designer: Rea Willemse (Ireland/Davenport)
Execution
A first of its kind interactive Annual Report: Designed as a poster that comes to life with a downloadable app. By scanning across the poster, the app unlocks real-life stories of real families filmed in their own Habitat donated home. It also showcased how to help sections and major sponsors. The reverse side of the poster contains all the factual information, designed as the inner workings of the home: the pipes, cables and basic fittings that the house relies on to run smoothly.A microsite was also created to view the content online.
Outcome
The communication was incredibly well received. Donors sent letters of commendation to the organisation and the agency received a special mention from Habitat for Humanity’s Global Head Office.
Implementation
To be an effective marketing tool, the Annual Report needed to grab attention quickly.We wanted to show and bring to life the humanity – not just the numbers – of one of the world’s most humane causes.
Client Brief Or Objective
Habitat for Humanity uses both local and global resources to build more than 300,000 homes to shelter over 1.5 million people. The Annual Report needed to inspire donors and potential donors across the world. The format needed to be very cost effective to mail.