Terre Des Femmes: The Truth Direct

Credits & Description:

Advertiser: TERRE DES FEMMES
Agency: McCANN ERICKSON DÜSSELDORF
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: THE TRUTH
Chief Creative Officer: Bill Biancoli (McCann Germany)
Account Manager: Cora Heine (McCann Düsseldorf)
Camera Assistant: Luca Danscher (Parasol Island Düsseldorf)
Production Assistant: Kristina Habel (Parasol Island Düsseldorf)
Print Producer: Tim Erlmann (McCann Düsseldorf)
Production Assistant: Nina Köhler (Parasol Island Düsseldorf)
Art Director: Sinisa Kresoja (McCann Düsseldorf)
Art Buyer: Tina Krakow (McCann Service)
Producer: Vanessa Tomm (Parasol Island Düsseldorf)
Creative Director: Andreas Manthey (McCann Berlin)
2nd Camera: Chris Leete (Parasol Island Düsseldorf)
DOP/Director: Denis Guth (Parasol Island Düsseldorf)
Creative Director: Kerstin Eichner (McCann Düsseldorf)
Editor: Lukas Remie (Parasol Island Düsseldorf)
Art Director: Nicole Newie (McCann Berlin)
Film/Animation Producer: Sören Haxholm (Parasol Island Düsseldorf)
Operator: Florian Schweizer (Studio Funk)
Musik Composer: Jonathan Wulfes (Parasol Island Düsseldorf)
Junior Art Director: Julia Cornelius (McCann Berlin)
Creative Director: Stefan Bächle (McCann Düsseldorf)

Client Brief Or Objective
We developed a special makeup that reveals the outcomes of domestic violence rather than conceals it. It´s called: The Truth by TERRE DES FEMMES. What is special about this makeup is that it contains blue-green greasepaint. Then we choose a top location and put up our stand. It is disguised as a makeup stand and we invite women to come over for a free makeup. What the women do not know is that instead of giving them fantastic makeup, we give them a black eye. Desired results: raised awareness of the issue with YouTube clickrate, newspaper reports and donations.

Execution
It was not only the women who had been made up that were shocked when they saw themselves in the mirror, but also passers-by. Instant donations were made and a great appreciation came across. The campaign hit hundreds of YouTube clicks and Facebook likes within the first days. Newspapers were talking about it, the visits to the TERRE DES FEMMES Website increased and great many donations were received.

Outcome
We chose YouTube to spread the campaign all over the world. Even within the first days the appreciation was huge. It was not only the women who had been made up that were shocked when they saw themselves in the mirror, but also passers-by. The campaign hit over a thousand YouTube clicks and Facebook likes within the first days. Newspapers were talking about it, the visits to the TERRE DES FEMMES website increased and great many donations were received. The possibility to donate instantly at our stand, at the end of our YouTube Film and via bank details on the back of the Make-up made it possible to reach the goal.

Implementation
Especially developed for this occasion 'The Truth' literally faces and exposes the truth. By surprising the people with an unexpected makeup – namely a black eye – we give them and the audience a kind of shock moment that was what we desired to achieve. That way we could leave a lasting impression.