Serviceplan Group Design & Branding POSTERS OF PASSION: SWEAT by Serviceplan Hamburg

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Industry Recruiting
Media Design & Branding
Market Germany
Agency Serviceplan Hamburg
Creative Director Christoph Nann, Maik Kaehler Serviceplan
Art Director Manuel Wolff, Savina Mokreva
Released February 2010

Credits & Description

Category: Self Promotion
Date of First Appearance: Mar 1 2010
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alexander Schill (serviceplan)
Creative Director: Christoph Nann (serviceplan)
Creative Director: Maik Kaehler (serviceplan)
Art Director: Savina Mokreva (serviceplan)
Art Director: Manuel Wolff (serviceplan)
Media placement: Plakat - Hamburg/Berlin - 01.03.2010

Describe the brief from the client
The billboard generated maximum awareness for the malaria topic. Unfortunately there were not yet concrete numbers of success at the entry time.

Describe the challenges and key objectives
-The art director spent a whole day with 3 kg of raw onions. He cried and
filled masses of tissues with his tears. Then, they were fixed on the poster and given the type: 'Our art director's tears.'
- The copywriter went to hospital several times to give blood samples. Overall, she donated 2.5 litres of blood. The blood was then pumped through
tubes, which were fixed on the second poster: 'Our copywriters blood.'
- Our designers visited a sauna and collected their sweat. After sessions we finally had enough sweat. It was then sprayed on dark canvas: 'Our designers’ sweat.'

Describe how you arrived at the final design
The passion and creative energy that lies in the posters was exactly the right thing to enthuse
young creatives. A simple message was powerfully executed. Good advertising for young advertisers.

Give some indication of how successful the outcome was in the market
Feedback was great. Students were totally amazed of the billboards. Application rates for creative jobs rose 600%.