DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIA: DAYS OF HOPE

Credits & Description:

Advertiser: DIAKONIE FRANKFURT
Agency: SAATCHI & SAATCHI
Category: Short Format Internet Film
Advertising campaign: DAYS OF HOPE
Communication: Antonia Tucheac, Camelia Balinca (Saatchi & Saatchi Emea)
Media/Production: Dmitry Panteleenko, Ana Mijajlovic, Ivan Zornic, Nemanja Stojanovic (Saatchi & Saatchi Emea)
Marketing & PR Director: Isobel Kerr-Newell (Saatchi & Saatchi London)
Executive Creative Director: Johan H. Ohlson, Stuart Robinson, Veljko Golubovic (Saatchi & Saatchi Emea)
Account/Management: Ivana Minovic, Zorica Marjanovic, Pascal Schaub (Saatchi & Saatchi Emea)
Composer/Sounddesign: Jonathan Wulfes (Parasol Island Berlin)
Copywriter: Kathrin Schaller (SAATCHI & SAATCHI Berlin)
Public Relations: Larisa Petrini, Ramona Dumitru, Kristina Vorobyova, Yana Brekotkina (Saatchi & Saatchi Emea)
Creative Department: Laura Iane, Marius Tianu, Catalin Rulea, Dragana Petkovic (Saatchi & Saatchi Emea)
Copywriter: Nikola Zmajevic, Felix Freese, Tanya Moseeva (Saatchi & Saatchi Emea)
Account/Management: Stephanie Weber, Sonia Ducu, Konrad Kalinowski, Sonja Milovic (Saatchi & Saatchi Emea)
Production/Director: Søren Haxholm, Denis Guth (Parasol Island Berlin)
Creative Director: Zarko Veljkovic, Jürg Aemmer, Max Olech (Saatchi & Saatchi Emea)
PR Manager: Zoe Kent (Saatchi & Saatchi London)
Creative Director: Anne Petri (SAATCHI & SAATCHI Berlin)
Art Director: Fréderic Nogier, Anna Pushkareva (Saatchi & Saatchi Emea)
International Coordination: Heidi Tzavella (SAATCHI & SAATCHI Berlin)
Regional Creative Director: John Pallant (Saatchi & Saatchi London)
Camera/Film Editing: Luca Danscher, Lukas Remie, Stephan Krause (Parasol Island Berlin)
Executive Creative Director: Oliver Kapusta (SAATCHI & SAATCHI Berlin)
Art Director: Christopher Jones (SAATCHI & SAATCHI Berlin)
Account: Michael Samak, Anke Schrot, Inken Dachsel, Theresa Helmich, Jonas Mueller (SAATCHI & SAATCHI Berlin)
Producer: Sarah Roth-Profenius, Michael M. Maschke (SAATCHI & SAATCHI Berlin)

Outcome
As well as receiving donations, direct results included job and housing offers resulting ineven greater exposure in the following week. Up to 2 million viewers per day watched the liveweather broadcasts. With a media value of 7 Mio EUR the campaign has raised much greaterawareness for the hardships faced by the homeless particularly during winter. The campaignbrought more attention to the homeless and the associated charity organisations acrossEurope with a global coverage, appearing in traditional and social media in over 60 countries. Sofar 350 million media impressions were recorded.

Relevancy
With our promotional campaign we tried to use the established medium of TV in an innovative way, placing the plight of the homeless where coldness and snow get the most attention: in the weather forecast of the news. A campaign without costs but with a a huge media value. Perfect for our charity client Diakonie Frankfurt and its affiliated charities across Europe.

Client Brief Or Objective
In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. During the cold weather, we want to raise awareness with a promotional idea and, by confronting people with the problem directly, give them a strong motivation to donate. With these donations, the financing of emergency shelters, kitchens and a supply of clothes provided by our client Diakonie Frankfurt and its afilliated charities should be guaranteed across the whole of Europe.

Implementation
The homeless anchor the weather forecast, displaying the icy conditions instead of the usual presenters allowing a face-to-face, emotional charity appeal. People where invited to donate online straight away. Within our agency-network, we managed to spread the idea across Europe.Under the slogan “DAYS OF HOPE”, the promotional campaign has been implemented across Europe in Germany, Poland, Switzerland, Russia, Romania, Serbia and other countries through national TV stations. And through social media its influence has been felt across the globe. The unusual format attracted significant attention from the press, coverage on TV, blogs and social media all around the world.