Albert Schweitzer Stiftung DM POOR CHICKEN by Scholz & Friends Berlin

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POOR CHICKEN

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Industry Environmental & Animal Issues
Media Direct marketing
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Lina Jachmann
Art Director André Martin, Ajdin Pajevic
Copywriter Pascal Cuersgen, Sebastian Stelzer, Robin Thiesmeyer
Photographer Jan Peifer
Released December 2011

Credits & Description

Category: Flat Mailing
Advertiser: ALBERT SCHWEITZER STIFTUNG
Product/Service: DEUTSCHLAND WIRD KAEFIGFREI
Agency: SCHOLZ & FRIENDS
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Lina Jachmann (Scholz & Friends)
Art Director: André Martin (Scholz & Friends)
Art Director: Ajdin Pajevic (Scholz & Friends)
Copywriter: Robin Thiesmeyer (Scholz & Friends)
Copywriter: Pascal Cuersgen (Scholz & Friends)
Copywriter: Sebastian Stelzer (Scholz & Friends)
Photographer: Jan Peifer
Postproduction: Metagate Berlin
Account Manager: Alexander Wittner (Scholz & Friends)
Media placement: Mailing - 50,000 Flyer in mailboxes - 26. December 2011

Describe the brief/objective of the direct campaign.
Despite an EU-wide law banning battery hen cages, 12 of the 27 EU countries have not yet submitted a satisfactory plan to put this bill into action. The non-profit-organisation ‘Albert Schweitzer Stiftung fuer unsere Mitwelt’ wants to increase the pressure on the European Commission to see the ban through. To reach its aim the NGO is calling on ordinary citizens to actively get involved and contact the responsible Commissioner. In order to accomplish this, 50,000 mailings were printed and sent to households in Berlin.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a provocative mailing depicting a haggard hen behind bars. The message was as clear as it was simple: millions of hens are still living a dire existence in cages the size of this very mailing. It was meant to show people how incredibly small the ‘natural’ habitat of a common laying hen really is. On the back of our mailing, people were asked to send a postcard to the European Commissioner John Dalli or alternatively to participate in an online petition demanding the immediate execution of the law against factory farming of livestock.

Explain why the creative execution was relevant to the product or service.
It was vital to the objective of the campaign to actually show the size of cages hens have to lead their miserable lives in. By pointing out the fact that this very space is smaller than common letterboxes, the recipients of the mailing were confronted with a harsh reality, which most likely did not leave them unaffected.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
It was vital to the objective of the campaign to actually show the size of cages hens have to lead their miserable lives in. By pointing out the fact that this very space is smaller than common letterboxes, the recipients of the mailing were confronted with a harsh reality, which most likely did not leave them unaffected.