| Eurobest Awards 2016 | ||
|---|---|---|
| Design | Packaging Design: Other Packaging | Gold Eurobest |
| Design | Communication Design: Promotional Item Design | Silver Eurobest |
| Epica Awards 2017 | ||
| Design | Packaging Design | Bronze |
| New York Festivals 2017 | ||
| Design | Graphic Design: Flyers | Second Prize Award |
| Package & Product Design | Products & Services: Politics & Government | First Prize Award |
| Clio Awards 2017 | ||
| Brand Design | Public Service: Direct Marketing | Gold |
| Cannes Lions 2017 | ||
| Design | Communication Design: Promotional Item Design | Gold Lion |
| Design | Packaging Design: Other Packaging | Bronze Lion |
Agency: Ddb Group Germany Berlin, Germany
Client: Verein Für Berliner Stadtmission
Brand: Verein Fuer Berliner Stadtmission
Product: Tape Roll
Entrant: Ddb Group Germany Berlin, Germany
Title: Words Of Welcome
Product/Service: Tape Roll
Idea Creation: Ddb Group Germany Berlin, Germany
Creative Managing Director: Myles Lord (DDB Group Germany GmbH)
Executive Creative Director: Tom Hauser (DDB Group Germany GmbH)
Senior Art Director: Marlon von Franquemont (DDB Group Germany GmbH)
Head of Design: Mahmoud Fathy (DDB Group Germany GmbH)
Senior Copywriter: Reinier Gorissen (DDB Group Germany GmbH)
Art Intern: Yvette de Wit (DDB Group Germany GmbH)
Client Service Director: David Barton (DDB Group Germany GmbH)
Account Director: Catrin Schmid (DDB Group Germany GmbH)
Production: kapacht GmbH, Berlin (kapacht GmbH, Berlin)
Web Agency: MediaMonks, Amsterdam (MediaMonks, Amsterdam)
Translation: text&form GmbH (text&form GmbH)
Filmmaker: Maik Reichert (Maik Reichert)
Photographer: Timo Stammberger (Timo Stammberger)
Executive Creative Director: Jeroen Eduard van der Meer (MediaMonks, Amsterdam)
Digital Producer: Maarten Breda (MediaMonks, Amsterdam)
Project Manager: Daniela Ferrer (MediaMonks, Amsterdam)
Designer: Damian Lattiero (MediaMonks, Amsterdam)
Designer: Cristian Fernandez (Maik Reichert)
Developer: Fabian Guerrero (MediaMonks, Amsterdam)
Developer: Victor Garrido (MediaMonks, Amsterdam)
Junior Account Manager: Sara Pedroncelli (DDB Group Germany GmbH)
Motion Designer: Matthias Grebin (DDB Berlin GmbH)
Website URL: http://wordsofwelcome.org
The Campaign
Words of Welcome is a design concept that turns every aid donation into a German language lesson.
Together with language experts, we developed a phonetic system that combines German language and the Arabic script. We created phonetic transcriptions for the names of the most essential items and created a new label for these products. By reading these labels aloud in Arabic, refugees can instantly pronounce the word in perfect German. With every relabeled product refugees add a new German word to their vocabulary.
We created transcribed labels for 28 essential aid items for refugees:
Water, adhesive bandages, shower gel, shampoo, soap, baby milk, baby bottle, diapers, baby pacifier, sanitary pads, toothpaste, toothbrush, cough syrup, football, winter jacket, underwear, socks, batteries, note book, reading book, blanket, razor, neckerchiefs, rain boots, teddybear, cookies, nuts and hot water bottle.
Creative Execution
In collaboration with multiple refugee shelters, we selected the most essential products that serve the basic needs of the refugees. Next, we developed a phonetic system together with language experts to create phonetic transcriptions for the names of these items. To support as many people as possible, we created these transcriptions in three languages: Arabic, Farsi and Urdu.
By printing the transcriptions on a simple roll of box tape we made it easy for volunteers and refugees to repackage the donations on site. The tape uses 7 different colours representing different product categories –helping to differentiate food, sanitary, medical and baby products. The platform caters for the first 28 words every refugee needs to learn so they can communicate their basic needs. Even more words on their way to be produced.
An online platform enables people to help spread the word to other citizens, brands and corporations to attract new sponsors.
Indication of how successful the outcome was in the market
We empower Syrian refugees in Germany to instantly communicate their basic needs in German.
( Please see case film for references )
To date we produced over 70.000 metres of tape to help refugees learn German - helping asylum seekers feel more understood and more welcome in their new environment.
To achieve our goal of helping to bridge the communication gap we had to keep costs and logistics to a minimum while ensuring that our impact was substantial. The idea needed to help Syrians learn the German language but also needed to be easily implemented by volunteers in crowded and often chaotic camps. We focused on the first 28 words every refugee should learn in German; the names of the essential items they need every day. We then created a design system to help learn these words and applied them directly to the items as a replacement label. With every aid product they received they were able to learn the word and subsequently ask for this item in fluent German.