Handvertising by Grabarz & Partner Hamburg for Antiseptica-Home

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Handvertising

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Industry Cosmetics & beauty products
Media Case study
Market Germany
Agency Grabarz & Partner Hamburg
Art Director Maja Grunwald
Copywriter Katharina Merhaut
Producer Kristina Mohr
Account manager Kolja Kroeger
Production Sympathietrager Filmproduktion
Released December 2012

Credits & Description

Advertiser: ANTISEPTICA-HOME
Agency: GRABARZ & PARTNER
Title: HANDVERTISING. THE FIRST AD SPREAD BY HIGH-FIVES
Category: Best Use of Special Events and Stunt/Live Advertising
Account Supervisor: Jan Isterling (Grabarz/Partner/Hamburg)
Agency Producer: Julia Koop (Grabarz/Partner/Hamburg)
Copywriter: Katharina Merhaut (Grabarz/Partner/Hamburg)
Project Management: Kolja Kroeger (Grabarz/Partner/Hamburg)
Creative Director: Florian Kitzing (Grabarz/Partner/Hamburg)
Cco: Ralf Heuel (Grabarz/Partner/Hamburg)
Creative Director: Norman Scholl (Grabarz/Partner/Hamburg)
Group Head Creation: Timm Weber (Grabarz/Partner/Hamburg)
Print Production: Kristina Mohr (Grabarz/Partner/Hamburg)
Art Direction: Maja Grunwald (Grabarz/Partner/Hamburg)
Execution
We found the perfect spot to place our message. A location where people willingly exchange germs, by giving high-fives: The Hamburg Marathon.But instead of using some traditional media, we placed our message where the problem is located and unmissable: hands.So we not only caught people in the act of exchanging germs, but with every high-five we also provided the solution at the same time.
Effectiveness
With literally no budget, but 6 runners, 6 stamps, 6 ink pads and approximately 3000 high-fives per runner: we reached at least 18 000 people. So we found a way to spread our message faster than any billboard could do. To be exact: As fast as germs do.
Strategy
With every single handshake we exchange thousands of germs. It´s dirty. Really dirty. But you can simply wash that problem away: using Antiseptica- Home, a hand sanitizer.To spread this message we went where millions of handshakes were high-fived: The Hamburg Marathon.But at an event like this you can´t gain any attention with a simple billboard, so we had to place our message on a medium people can´t ignore: hands.So we equipped runners with a simple stamp and an ink pad, to then let them exchange high-fives with the spectators. Everytime they did so they left our unexpected message: 'That´s exactly how nasty germs spread. Antiseptica- Home. 
For sanitary clean hands'.