BREADBOARD CALENDAR 2010 by Ogilvy & Mather Duesseldorf, Ogilvy & Mather Vietnam for Dusseldorfer Tafel

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BREADBOARD CALENDAR 2010

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Duesseldorf
Agency Ogilvy & Mather Vietnam
Art Director Ursel Barwinski
Released November 2009

Credits & Description

Category: Calendars
Advertiser: DUESSELDORFER TAFEL
Product/Service: CHARITY
Agency: OGILVY & MATHER
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: OGILVY & MATHER, Düsseldorf, GERMANY
Executive Creative Direction: Rob Bruenig (Ogilvy/Mather)
Art Direction: Canan Pulur (Ogilvy/Mather)
Art Direction: Ursel Barwinski (Ogilvy/Mather)
Copy Writer: Einar Armbruster (Ogilvy/Mather)
Account Manager: Eva Fischer (Ogilvy/Mather)
Production: Tina Schwartzenberger (Ogilvy/Mather)
Art Buying: Stefanie Goebel (Ogilvy/Mather)
Junior Art Director: Mentap Yilmaz (Ogilvy&Mather)
Media placement: Calendar - via Mailing - 12.2009

Describe the challenges and key objectives
There are more than 73.800 people in Düsseldorf who live in poverty. The Düsseldorfer Tafel e.V. makes sure that these people can get one square meal a day. To do that, it depends on money donations. The target audience are well known sponsors and supporters - like Managing Directors, Executive Managing Directors, Business Manager, company directors - of the Düsseldorfer Tafel e.V.

Describe the brief from the client
Generate donations for the Dusseldorfer Tafel e.V. by confronting sponsors and supporters with the fact that in Düsseldorf, Germany too many people live in poverty.

Describe how you arrived at the final design
We asked ourselves how we can communicate the situation of the people as realistically as possible. The answer was a breadboard with an open-faced sandwich with five different slices. Each slice was made of a magnetic material to look as realistic as possible. On top the envelop looks like a typical red and white checkered tablecloth. In the first week of January we have an open-faced sandwich with cucumber, cheese and ham, but week after week there is much less to eat. Under the dry bread of the last week we find the copy with the appeal for a donation.

Give some indication of how successful the outcome was in the market
The breadboard calendar was handed over personally, getting extremely positive reactions and recently increased the donations to the Düsseldorfer Tafel e.V.