Alive Design & Branding TROY DAVIS - I AM ALIVE by, Serviceplan Munich

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Industry Public awareness, Charities, Foundations, Volunteers
Media Design & Branding
Market Germany
Executive Creative Director Markus Maczey, Till Diestel Serviceplan
Creative Director Bernd Nagenrauft
Art Director Tim Kremer, Kathrin Wetzel, Jerome Pflueger
Copywriter Simon Raab
Account Supervisor Marina Gnann
Agency Serviceplan Munich
Executive Creative Director Markus Maczey, Henning Patzner, Cosimo Moeller
Creative Director Alexander Schill, Bernd Nagenrauft
Art Director Tim Kremer, Kathrin Wetzel, Jerome Pflueger
Copywriter Petra Nachtigall, Simon Raab
Account Supervisor Christoph Kunzendorf, Tamara Jonescheit, Marina Gnann
Illustrator Simon Prades
Released April 2013


Cannes Lions 2013
Cyber Lions Craft; Illustration and Graphic Design Bronze

Credits & Description

Category: Design Typography
Advertising campaign: TROY DAVIS - I AM ALIVE
Chief Creative Officer: Alexander Schill (Serviceplan)
Account Supervisor: Christoph Kunzendorf (Serviceplan)
Programmer: Daniel Ernle (Dec3)
Art Director: Jerome Pflueger (Serviceplan)
Executive Creative Director: Markus Maczey (
Screendesign: Kathrin Wetzel (
Art Director: Kathrin Wetzel (Serviceplan)
Account Supervisor: Marina Gnann (
Illustration: Simon Prades
Art Director: Tim Kremer (Serviceplan)
Executive Creative Director: Cosimo Moeller (Serviceplan)
Agency Producer: Florian Panier (Serviceplan)
Sound Design: Ninja Tune (The Cinematic Orchestra)
Account Supervisor: Tamara Jonescheit (Serviceplan)
Creative Director: Bernd Nagenrauft (
Graphic Design: Dominik Skrabal (Serviceplan)
Executive Creative Director: Henning Patzner (Serviceplan)
Copywriter: Petra Nachtigall (Serviceplan)
Programmer: Simon Bail
Copywriter: Simon Raab (Serviceplan)
Executive Creative Director: Till Diestel (Serviceplan)

Client Brief Or Objective
Alive e.V. is a non-profit organization committed to the universal abolition of the death penalty. The task was to develop an attention-getting online campaign that raises awareness about the inhumanity and injustice of the death penalty, and generates donations for the organization.

Outcome just started in late January 2013 but has already received world wide media attention. Within the first weeks, more than 800 statements in Troy Davis handwriting had been posted. These posts were printed and sent to president Obama.The project was presented in several magazines like the "Kontakter" , "Internet World" , "W&V", "PAGE" and was featured in several blogs like, new, designmadeingermany etc..Until now, the site continues to grow and the campaign is spreading in several blogs, social media and press articles.

We show this using the tragic example of Troy Davis, who was sentenced to death for the murder of a police officer. He was executed by lethal injection – despite serious doubt about his guilt and worldwide protests.To speak out about this injustice, we bring Troy Davis back to life through his handwriting.Using the letters he wrote from death row, we created a font. On the homepage, we tell about Troy’s case in his own handwriting. Users are then able to protest online against the death penalty in Troy Davis’ original handwriting.Periodically, the handwritten posts are printed and sent to President Obama at the White House, giving additional weight to the online campaign.

Brief Explanation
The biggest challenge was to come up with a campaign that uniquely shows the observer how the death penalty is an inhuman and unacceptable form of legal punishment. The idea should be portrayed using a concrete example.