THE LARGEST HANDMADE ELECTION POSTER by J. Walter Thompson Frankfurt for Hinz & Kunzt

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THE LARGEST HANDMADE ELECTION POSTER

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Industry Magazines
Media Design & Branding
Market Germany
Agency J. Walter Thompson Frankfurt
Client Service Director Dirk Haase
Photographer Philipp Rathmer Photography
Illustrator Isabelle Göntgen
Released February 2011

Credits & Description

Category: Public Spaces
Advertiser: HINZ & KUNZT
Product/Service: STREET MAGAZINE
Agency: JWT GERMANY
Date of First Appearance: Feb 17 2011
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Concept/Copywriter: Michael Muck (JWT Germany)
Concept/Art Direction: Petra Sievers (JWT Germany)
Illustrator: Isabelle Göntgen (Isabelle Illustration)
Chief Communications Officer/Creative Director: Till Hohmann (JWT Germany)
Client Service Director: Dirk Haase (JWT Germany)
Project Manager: Cornelia Fleig (JWT Germany)
Art Direction: Regina Groffy (JWT Germany)
Graphic Design: Ainara del Valle Perez-Solero (JWT Germany)
Creative Director/Managing Director: Cedric Ebener (CE+Co)
Project Manager: Annika Jungclaus (CE+Co)
Project Manager: Kim Sattler (CE+Co)
Creative Producer: Benjamin Nadjib (CE+Co)
Camera/Editing: Kathi Lokocz (Stierhochvier)
Photographer: Philipp Rathmer (Philipp Rathmer Photography)
TV Producer: Georg Hofer von Lobenstein (CFS Krug)
Finaliser: Claudia Klein (Transmission Advertising Services)
Producer/Managing Director: Jörg von Malottky (Produktionsbüro Romey von Malottky)
Project Manager Media: Doris Kreidel (Jost von Brandis Service-Agentur)
Digital Producer/Managing Director: Dan Nommensen (Danhills Agentur für digitale Kommunikation & Design)
Media placement: 300 m2 cardboard floorposter - on main market square of Hamburg city - 17 February 2011

Describe the brief from the client
Hinz&Kunzt streetmagazine had identified a big problem: in rich Hamburg, Germany, thousands of people are homeless and even more people cannot afford to rent anymore, while at the same time over 1.4 million square meters of flats and offices are left vacant on purpose. As city hall elections were coming up, this important topic and unbelievable imbalance needed to be made public in order to influence voting behaviour. The audience: 1.2 million residents of Hamburg eligible to vote.

Describe the challenges and key objectives
It was key to create something that would stand out amidst all the political campaigning in the city. As there was basically no budget, the campaign needed to create a lot of media attention in order to make the topic important in public debate. It was also key to win supporters to make the campaign happen in the first place. In the end the real goal was to help shift the election in a favorable direction: from the conservative to a more social government.

Describe how you arrived at the final design

All political parties were using the normal posters: colourful portraits, simple slogans. In order to create a contrast our campaign used corrugated cardboard in a special way: portraits of homeless were cut into the top layer, punchy headlines added with markers. The highlight of this guerilla campaign was this public stunt on the main market: a 300 m2 version was assembled with 260 boards. In the end it showed Alex, a homeless man, and his strong message only three days before elections read: “Everyone wants to get into city hall. I just want a flat. Vote against homelessness”.

Give some indication of how successful the outcome was in the market
The guerilla campaign had been gaining visibility already, but this public stunt and live communication event was the highlight. It helped boost attention for the cause and topic. It created very good regional media coverage. An investment of only 1,500EUR created an advertising value of nearly 80,000EUR - which equates to roughly 1.5 million contacts! Over 3,000 campaign postings online, close to 1,000 active participants, more than 10 TV editorials and countless articles followed. In the end, the ruling conservative party lost and a new, more social mayor won!