| Cannes Lions 2013 | ||
|---|---|---|
| Design Lions | Design Typography | Silver |
| Epica Awards 2013 | ||
| Packaging | Graphic Design | SILVER |
Advertiser: BUNDESVERBAND DER DEUTSCHEN VOLKSBANKEN UND RAIFFEISENBANKEN
Agency: HEIMAT
Category: Copywriting
Advertising campaign: FONTS AGAINST ILLITERACY
Art Director: Benedikt Wisbauer (Heimat/Berlin)
Chief Creative Officer: Guido Heffels (Heimat/Berlin)
Editor: Hannes Andresen
Creative Director: Johannes Heldrich (Heimat/Berlin)
Art Assistant: Philipp Bertisch (Heimat/Berlin)
Creative Director: Ralf Reinsberg (Heimat/Berlin)
Creative Director: Tim Schneider (Heimat/Berlin)
Director: Lex Brand (Trigger Happy Productions)
Copywriter: Lucasz Ciszewski (Heimat/Berlin)
Chief Executive Officer : Matthias Von Bechtolsheim (Heimat/Berlin)
Executive Producer: Miliane Nani Meimeth (Trigger Happy Productions)
Account Director: Volker Jensen
Director: Johan Kramer (Trigger Happy Productions)
Account Director: Mark Hassan (Heimat/Berlin)
Executive Producer: Stephan Vens (Trigger Happy Productions)
Campaign Description
“As cooperative banks the Volksbanken Raiffeisenbanken draw their strength from their 17 million members, who are more than just clients. They own their bank and support each other. And this is what sets them apart from all other banks. We translated the banks cooperative model into real life in order to prove the power of cooperative support. Simply by letting the people become part of this power.Ernst, a member of the Volksbanken Raiffeisenbanken, is learning to read and write at the age of 55. We made his original handwriting to his very own font, the “Ernst_55” and shared his story with the entire nation, to inspire others to beat illiteracy.
Implementation
After introducing Ernst´s story on TV, we launched the “Ernst_55” in cooperation with fontshop online. On world literacy day we shared Ernst´s first handwritten words with the entire nation via online banners and a printed supplement and on www.was-uns-antreibt.de On this website people could step deeper into the life and dreams of Ernst and show solidarity with him by downloading his font. For each download we donated €1 for a national literacy project.
Effectiveness
-300,000 new members of the Volksbanken Raiffeisenbanken.-500,000 readers of Ernst´s first handwritten words.-7.500,000 German iliterates encouraged by Ernst´s story.-1 man now self-confident enough to go public with his full name: former illiterate Ernst Lorenzen.