Fiftyfifty: FROZEN CINEMA

Credits & Description:

Advertiser: FIFTYFIFTY (HOMELESS ORGANISATION)
Agency: HAVAS WORLDWIDE DÜSSELDORF
Category: Best Use of Ambient in a Promotional Campaign
Advertising campaign: FROZEN CINEMA
Art Director: Annika Weber (Havas Worldwide Düsseldorf)
Print Production: Detelf Stuhldreier (Havas Worldwide Düsseldorf)
Executive Producer: Jan Behrens (Jotz! Filmproduction)
Sound Editor: Markus Fink (nhb postproduktion)
Music Agent: Markus Linde (nhb postproduktion)
Creative Director: Patrick Ackmann (Havas Worldwide Düsseldorf)
Music: Radiohead
Executive Creative Director: Torsten Pollmann (Havas Worldwide Düsseldorf)
Director Of Photography: Tom Holzhauser (Jotz! Filmproduktion)
Digital Artist: Alexander Muehl (Havas Worldwide Düsseldorf)
Chief Creative Officer: Felix Glauner (Havas Worldwide Düsseldorf)
Director: Jan Hinrik Drevs (Jotz! Filmproduktion)
Editor: Juhn Kim (nhb postproduktion)
Public Relations: Aylin Menemencioglu (Havas PR Düsseldorf)
Management Supervisor: Daniel Grube (Havas Worldwide Düsseldorf)
Singer: Daniel Mustard
Agency Producer: Eva Peschkes (Havas Worldwide Düsseldorf)
Producer: Michael Koch (Jotz! Filmproduktion)
Agency Producer: Nadine Baltes (Havas Worldwide Düsseldorf)

Implementation
The creative solution: the promotion took place in cinemas in five major German cities. To create a credible experience of homeless life, we manipulated the room temperature in the cinemas by setting the air-conditioning to the lowest-possible temperature.In a short film, homeless people talked directly to the audience about their life in the cold. Donations could be made instantly via a QR code on distributed blankets which were hidden as promotional items under the seats, or in cash after the movie.

Client Brief Or Objective
The Brief: create a winter promotion to increase awareness and donations for the fiftyfifty charity organisation. The target audience should be drawn from both existing and new donors. The strategy: a promotion which would lead people to experience what the homeless experience in their daily lives in order to make them aware of the urgency to improve this dramatic situation with a donation and spread the news.

Outcome
Results to date: about €30,000 in donations, 65,000 YouTube views of the case study, reports in more than 200 international blogs, as well as in local newspapers, magazines and TV channels. The promotion created a media equivalent of over €120,000 (gross). Because of the media coverage of the promotion, we created a microsite to extend the donation period.

Relevancy
This experience made people rethink their attitude toward homeless life. The relevance of the idea convinced Dusseldorf’s governing mayor Dr. Marie-Agnes Strack-Zimmermann to become honorary patron of the promotion in the town.Cinema owners in Stuttgart, Dresden, Recklinghausen and Frankfurt recreated the promotion in their respective cinemas and several more promotions are already planned for winter next year. The management of Radiohead and ex-homeless singer Daniel Mustard also donated their song 'creep' for free.