Frankfurt Association Of Help Children With Cancer Design & Branding THOUGHTS by Leo Burnett Frankfurt

THOUGHTS

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Industry Against Cancer
Media Design & Branding
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Andreas Stalder
Art Director Juliana Paracencio, Benjamin Roeder, Ulf Henniger Von Wallersbrunn
Account Supervisor Martin Krauter
Illustrator Aki Roell
Released July 2011

Credits & Description

Category: Posters
Advertiser: FRANKFURT ASSOCIATION OF HELP CHILDREN WITH CANCER
Product/Service: FRANKFURT ASSOCIATION OF HELP CHILDREN WITH CANCER
Agency: LEO BURNETT FRANKFURT
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Creative Director: Ulf Henniger Von Wallersbrunn/Andreas Stalder (Leo Burnett Frankfurt)
Copywritter: Andreas Stalder/Leonardo Assad (Leo Burnett Frankfurt)
Art Director: Ulf Henniger Von Wallersbrunn/Benjamin Roeder/Juliana Paracencio (Leo Burnett Frankfurt)
Illustrator: Aki Roell
Art Buying: Cornelia Richter (Leo Burnett Frankfurt)
Production: Fred Schikora (Leo Burnett Frankfurt)
Account Supervisor: Martin Krauter (Leo Burnett Frankfurt)
Media placement: Poster - Waitingrooms By Doctors An In Hospital - 15 July 2011

Describe the brief from the client

The campaign intends to raise money and, at best, turn people into regular contributors. Simply asking for a donation would have the opposite effect. Therefore, the audience needs to be sensitised. We have to emotionally involve people so strongly that they will engage with the topic and visit the website. Here, they receive all necessary information on the association ‘Hilfe für Krebskranke Kinder Frankfurt (Help for children with cancer, Frankfurt)’ and its projects. Here, of course, people have the opportunity to help the association financially and become regular contributors.

Describe the challenges and key objectives
The challenge was to dramatise the topic without overstraining the audience. Drastic Pictures would have made people concerned. However, confronting them too rigorously with the topic would have rather put them off. When overstrained emotionally, people tend to react rejecting. To touch the audience emotionally and communicate the seriousness of the case without overstraining or frightening people off – this was our challenge.

Describe how you arrived at the final design
It all started with a child’s question. It was not sick. Yet, it was thinking about questions concerning death. The way the child posed its question made clear how children approach this topic. Thereafter, the visual execution followed. It should fit a naive way of posing questions. We decided to use illustrations and developed a visual concept in which the headline would be seen as a thought within a head – as a reference to the formal structure of the text. We instructed the first illustrator. However, only the third illustrator we asked was able to convince us.

Give some indication of how successful the outcome was in the market
The campaign was perceived as very authentic. It touched people deeply – without paralysing them. Spontaneous comments outside the agency were overwhelmingly positive. The click rate on the website rose immensely. How many of the additional website visitors donated money or turned into active volunteers could not be measured because it was not possible to directly identify the donors or helpers who were activated by our campaign. The general variability concerning this sphere does not allow for a reliable estimate.