SNOWMEN AGAINST GLOBAL WARMING by DDB Berlin, JOHANSSEN & KRETSCHMER for Entega

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SNOWMEN AGAINST GLOBAL WARMING

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Industry Energy & Water Utilities
Media Design & Branding
Market Germany
Agency DDB Berlin
Executive Creative Director Stefan Schulte
Creative Director Ludwig Berndl, Kristoffer Heilemann
Art Director Lars Buri, Cathrin Ciuraj, Chan-Young Ramert, Marian Grabmayer
Copywriter Antje Gerwien, Mona Sibai, Edgar Linscheid, Res Matthys
Agency JOHANSSEN & KRETSCHMER
Released January 2010

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: ENTEGA VERTRIEBS
Product/Service: ENTEGA RENEWABLE ENERGY
Agency: DDB GERMANY BERLIN
Agency: JOHANSSEN & KRETSCHMER
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: DDB GERMANY BERLIN, GERMANY
Chief Creative Officer: Amir Kassaei (DDB Group Germany)
Executive Creative Director: Stefan Schulte (DDB Germany, Berlin)
Creative Director: Ludwig Berndl, Kristoffer Heilemann (DDB Germany, Berlin)
Managing Director: Andreas Poulionakis (DDB Germany, Berlin)
Director/Executive Producer: Ralf Schmerberg (Trigger Happy Productions)
Copywriter: Edgar Linscheid,Mona Sibai,Antje Gerwien,Res Matthys (DDB Germany, Berlin)
Art Director: Cathrin Ciuraj,Lars Buri,Chan-Young Ramert,Marian Grabmayer (DDB Germany, Berlin)
Graphic Design: Steffen Boseckert,Mattias Nygard, (DDB Germany, Berlin)
Client Service Directors: Anke Peters,Matthias Meusel (DDB Germany, Berlin)
Account Manager: Sebastian Neumann,Ann-Katrin Schelkmann,Caroline Sturm (DDB Germany, Berlin)
Agency TV Producer: Barbara Simon (DDB Germany, Berlin)
Executive Producers: Stephan Vens,Eva Maier-Schönung (Trigger Happy Productions)
Project Management: Cornell Hentze, Bella Sahin (Trigger Happy Productions)
Public Relations Strategy, Framework Program: Sven Griemert, Antje Schuler, Karin Leppin (J+K Agentur für Strategische Kommunikation)
production design: Peter Weber (artdepartment)
Online: Art Direction/Concept/Programming: Ebon Heath, Eric Mahleb, Oliver Berger (mindpirates)
Authors: Göran Adrian Bellin, Peter Weiss, Matthias Gössling (mindpirates)
Research: Sofia Uguccioni, Judtih Landkammer, Rachel de Joode, Polly Robbins (mindpirates)
Media placement: Snowmen’s Demonstration - Schloßplatz, Berlin - 22.01.2010

Describe the challenges and key objectives
The limited budget did not allow us the use of traditional media, so we decided to create something the country would talk about, focussing on the cause rather than the product, to make people care and turn climate change into something very personal. We initiated the protest of an endangered species: In January 2010, the Snowmen gathered in Berlin to demonstrate for their survival.

Describe the brief from the client
ENTEGA is an energy provider, which accepts its enormous responsibility for climate protection by specialising on renewable energy. Although already Germany’s second largest supplier of green and climate friendly energy, ENTEGA is so far only regionally known. We had to reach national awareness for the brand and its attitude with a limited budget.

Describe how you arrived at the final design
We chose a venue right in the historical centre of Berlin. And we invited everyone to come, build snowmen and give them messages. We offered people everything they needed to build their individual snowman: building materials, tools and helping hands. So everybody could become an artist. Within 3 days, an army of snowmen was created, each one as individual as their creators. Those individuals were arranged into a collective piece of art. 'The Snowmen’s Demonstration' was an impressive memorial against global warming, it became one of Berlin’s most popular attractions – until it finally melted.

Give some indication of how successful the outcome was in the market
Within 3 days, more than 20,000 visitors came to build snowmen, to watch, to enjoy the atmosphere and to meet ENTEGA. The snowmen’s appeal spread by word of mouth. Visits on the ENTEGA website increased by 300%. Uncountable pictures were taken and discussed throughout the web. Nationwide media coverage established ENTEGA as a partner in the fight against climate change. But above all, the snowmen’s demonstration was a memorial against global warming that no one who saw it is likely to forget.