DONATE A HOME by Proximity Germany for DEUTSCHER CARITASVERBAND INTERNATIONAL

DONATE A HOME

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Germany
Agency Proximity Germany
Executive Creative Director Thomas Satori
Art Director Anna-Kristina Schröder
Copywriter Richard Taylor
Released January 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: DEUTSCHER CARITASVERBAND INTERNATIONAL
Product/Service: CHARITY
Agency: BBDO PROXIMITY
Date of First Appearance: Jan 15 2011
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Christian Mommertz (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Executive Creative Director: Thomas Satori (BBDO Proximity)
Account Executive Digital: Christopher Becker (BBDO Proximity)
Art Director: Anna-Kristina Schröder (BBDO Proximity)
Copywriter: Richard Taylor (BBDO Proximity)
Agency Producer: Bernhard Burg (BBDO Proximity)
Account Director: Verena Schödel (BBDO Proximity)
Media placement: Mailing - Cologne, Germany - 15.01.2011
Describe the brief from the client
Every day around 300,000 people sleep on the streets in Germany.
Appeal to the residents of major German cities for donations to provide emergency accommodation for the homeless.
Describe the challenges and key objectives
With so many charity organisations competing for donations, it’s difficult to stand out. Our challenge was to not overwhelm our target audience with information but to create impact.
We found a solution by sending an empty mail-out. The design of the envelope contained all necessary communication.
Describe how you arrived at the final design
The concept was a mail-out, where the envelope became part of the idea. The banker envelope has a triangular flap. When open, it distinctly resembles the shape of a house. The idea brought the target audience into direct contact with the message. It’s a world-first that an empty envelope has been used in this way.
Give some indication of how successful the outcome was in the market
In winter, the envelopes were posted to people who enjoy the comfort of their own home. When residents opened the envelope, they created the paper home. The idea hit an emotional chord, making you realise how fortunate you were to have a roof over your head.
The response was overwhelming. Caritas not only provided shelter for the homeless, it gave the homeless an opportunity to rebuild their lives.