Ankerland Design & Branding GERMANY´S BIGGEST POSTER FOR A GOOD CAUSE by Proximity Germany

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Germany
Agency Proximity Germany
Executive Creative Director Volker Wäsch
Producer Tim Tibor
Photographer Brian Ta
Released September 2011

Credits & Description

Category: Public Spaces
Advertiser: ANKERLAND
Chief Creative Officer: Detlef Rump (BBDO Proximity Hamburg)
Executive Creative Director: Volker Wäsch (BBDO Proximity Hamburg)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Junior Art Director: Tina-Maria Arnone (BBDO Proximity Hamburg)
Junior Art Director: Philipp Mooren (BBDO Proximity Hamburg)
Senior Art Director: Ali Rastagar (BBDO Proximity Hamburg)
Senior Copywriter: Susanne Kettler (BBDO Proximity Hamburg)
Account Manager: Torsten Kägler (BBDO Proximity Hamburg)
Head Of TV: Steffen Gentis (BBDO Proximity Düsseldorf)
Photographer: Brian Ta (BBDO Proximity Hamburg)
Illustration: Volker Wäsch (BBDO Proximity Hamburg)
Production/Post-Production/Music Production Company: (nhb Video Hamburg)
Producer: Tim Tibor (nhb Video Hamburg)
Media placement: Poster - Special Build - Front Of The Agency, Hamburg - Sept. 25 To Oct. 31, 2011.
Describe the brief from the client
Our challenge was to generate awareness for donations for Ankerland e.V., a Hamburg-based aid foundation for deeply traumatised children, on a negligible budget.
Describe the challenges and key objectives
The aim of Ankerland is to raise awareness and inform, provide aid to victims and their families, and establish a new therapy center.
The target group consisted of a wide range of potential donors: passers-by in Hamburg, a nationwide Internet-savvy target group, social media users, TV viewers, and readers of the trade publication 'Fischer’s Archiv'.
Describe how you arrived at the final design
We exploited a current phenomenon with immense public impact: the Post-it War. A perfect medium to make us the talk of the town without PR expenditure. We recreated Michelangelo’s 'Creation of Adam' with a collage of 25,000 Post-its on the agency façade, and auctioned off the best parts of it on eBay to raise funds for Ankerland.
The Post-it fresco was created over 3 floors of the agency's building. It was about 15 meters (590 inches) long and about 12 meters (472 inches) high. Not only the biggest picture of the Hamburg Post-it War, but also Germany’s biggest charity billboard.
Give some indication of how successful the outcome was in the market
The promotion brought Ankerland a lot of buzz and publicity: comprehensive TV coverage, various articles in the press and on blogs, countless Facebook posts, and a most-liked feature on the official Post-it War fan page.
However, the most important aspect was the eBay auctions of the artwork brought in over €8,000 for a new therapy centre - the biggest single donation to Ankerland in 2011.