THE WORLD'S LARGEST ADVENT CALENDAR by Ogilvy & Mather Duesseldorf for Dusseldorfer Tafel

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THE WORLD'S LARGEST ADVENT CALENDAR

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Duesseldorf
Executive Creative Director Thomas Schwarz
Creative Director Markus Bredenbals
Copywriter Lukas Mai, Piet Fischer
Released November 2011

Credits & Description

Category: Calendars
Advertiser: DUESSELDORFER TAFEL
Product/Service: DUESSELDORFER TAFEL
Agency: OGILVY GERMANY
Executive Creative Director: Thomas Schwarz (Ogilvy Germany)
Creative Director: Markus Bredenbals (Ogilvy Germany)
Copywriter: Piet Fischer (Ogilvy Germany)
Copywriter: Lukas Mai (Ogilvy Germany)
Art Direction: Jessica Neubauer (Ogilvy Germany)
Art Direction: Sara Heines (Ogilvy Germany)
Art Direction: Jan Flentje (Ogilvy Germany)
Art Direction: Harald Ten Voorde (Ogilvy Germany)
Art Direction: Ann-Christin Moellecken (Ogilvy Germany)
Senior Account Manager: Anke Kremer (Ogilvy Germany)
Online Concept: Arno Selhorst (Ogilvy Germany)
Agency Producer: Markus Jaeger (Redworks)
Agency Producer: Mario Kaltenbach (Redworks)
Final Artwork: Thomas Baron (Redworks)
Final Artwork: Sabine Fritsch (Redworks)
Online Programmer: Luan Taranto (Redworks)
Online Programmer: Felix Krakow (Redworks)
Online Programmer: Dietrich Hardock (Redworks)
Media placement: Out of Home - Duesseldorf area - 21.11.2011 - 24.12.2011
Media placement: Website, Banner - tafel-advent.de, ebay.de - 21.11.2011 - 24.12.2011
Media placement: Flyer, CityCards - Duesseldorf area - 21.11.2011 - 24.12.2011

Describe the brief from the client
The Düsseldorfer Tafel is a philanthropic organisation that provides needy and financially disadvantaged people with food. We were asked to develop an idea that would become the talk of the town – on condition that the idea and the tone of voice are matching the positive attitude of the organisation. Therefore staging the problem was a clear no-go.

Describe the challenges and key objectives
In fundraising, the weeks leading up to Christmas are traditionally the most critical. That means that we had to face a massive fundraising competition. In order to find supporters, we knew that the overall idea had to be outstanding. On the other hand, the design elements had to appear, as if they were tailor-made for each supporter (eg. door numbers on company buildings).
Our key objectives in a nutshell:
1. Find and delight supporters for the fundraising event
2. Give people the experience, that donating can be fun

Describe how you arrived at the final design
In order to stage the variety of the fundraising event supporters, we decided to give each ‘door’ an individual design. From an 18m sized no. 1 at the Düsseldorf landmark, ‘Stadttor’, over a baked no. 6 in a bakery display window, to a historical no. 24 on a portal of a church - every number itself told a story.
In terms of the microsite, we kept it simple and clear. The usage of the Google map template reinforced the impression of ‘the largest advent calendar’. The content of each door could be discovered with 1 click. The next click led to the particular auction.

Give some indication of how successful the outcome was in the market
Christmas season 2011 was the most successful in the history of the Düsseldorfer Tafel. Mass media, social media and the presence of these eye-catching doors throughout the greater Düsseldorf metro area resulted in a media value worth millions of Euros. The proceeds of the auctions totalled €12,576.