DONATION ARMY by Ogilvy & Mather Frankfurt for Oroverde Rainforest Foundation

DONATION ARMY

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Industry Environmental & Animal Issues
Media Ambient, Digital, Interactive & Mobile, Case study
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Peter Strauss Ogilvy Germany
Art Director Christian Leithner
Released April 2012

Awards

AME Awards, 2013
Social Benefit Environmental Issues AME Silver Medallion
Use of Medium Guerrilla / Alternative Media AME Bronze Medallion

Credits & Description

Advertiser: OROVERDE - DIE TROPENWALDSTIFTUNG (RAINFOREST FOUNDATION)
Product/Service: OROVERDE
Agency: OGILVY GERMANY Frankfurt, GERMANY
Advertiser OROVERDE - DIE TROPENWALDSTIFTUNG (RAINFOREST FOUNDATION)
Product OROVERDE
Entrant OGILVY GERMANY Frankfurt, GERMANY
Type of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: DONATION ARMY
Advertiser/Client: OROVERDE - DIE TROPENWALDSTIFTUNG (RAINFOREST FOUNDATION)
Product/Service: OROVERDE
Entrant Company: OGILVY GERMANY Frankfurt, GERMANY
DM/Advertising Agency: OGILVY GERMANY Frankfurt, GERMANY
Advertiser's Supervisor: Birthe Hesebeck (Oroverde)
Chief Creative Officer/Copywriter: Dr. Stephan Vogel (Ogilvy Germany)
Creative Director: Peter Strauss (Ogilvy Germany)
Art Director/Copywriter: Sergej Chursyn (Ogilvy Germany)
Art Director: Christian Leithner (Ogilvy Germany)
Account Management: Michael Fucks (Ogilvy Germany)
Results
More than 600 "volunteering trees" were recruited all over Germany. Cash donations rose by 27.4 %. And the tropical rainforest foundation OroVerde, formerly known only to insiders,
enjoyed a wave of public interest.
Creative Execution
Our idea was not to recruit expensive human donation collectors, but an entirely new breed of "activist", who would happily work the streets around the clock for free and who was a very natural and convincing advocate for OroVerde's message: Trees.
OroVerde Germany is a very small organisation with a very great goal: With only 10 employees, they develop and raise funds for projects to stop the destruction of the tropical forests. They asked us to improve their impact by recruiting new activists, mainly as donation collectors.