Chill Out DM PENCIL CASE by Wunderman Frankfurt

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PENCIL CASE

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Industry Against Drugs
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Creative Director Jan Ehle
Art Director Jochen Saken, Jasna Zuric
Copywriter Arne Bülow, Martin Riesenfelder
Released April 2013

Credits & Description

Advertiser: CHILL OUT
Agency: WUNDERMAN GERMANY
Category: Dimensional Mailing
Advertising campaign: PENCIL CASE
Account Management: Almut Oelker (Wunderman )
Art Director: Jochen Saken (Wunderman )
Copywriter: Martin Riesenfelder (Wunderman)
Creative Director: Jan Ehle (Wunderman)
Copywriter: Arne Bülow (Wunderman)
Production: Miriam Hiekisch-Lisé (Wunderman )
Art Director: Jasna Zuric (Wunderman)
Chief Creative Officer: Martin X. Riesenfelder (Wunderman)

Outcome
120 schools in the German state of Brandenburg were targeted. 48 schools contacted Chill Out. 29 schools have integrated the Chill Out drug prevention program. And with every additional pencil case being sent out Chill Out is one step closer to helping a child at risk.

Execution
Headmasters and teachers who didn't want to face the dangerous situation in their schools or to be confronted with the truth – whitewashing the problem is not a solution. The pencil case dramatised in just one second what the danger is and was based on a true insight – 'every seventh child at risk'.

Client Brief Or Objective
An alarming study claimed that addiction begins earlier today than ever before. In most cases, children “learn” addiction because one of their parents is addicted. Unfortunately, schools contribute very little to help this serious problem. They either lack the needed skills, or just close their eyes. The charitable organization Chill Out wanted to help schools to quickly recognize these vulnerable students and provide immediate assistance.

Implementation
How do you open the school headmasters eyes? A harmless-looking pencil case indicating a healthy, happy childhood was sent out. However, inside the unpleasant truth was awaiting. Equipped with typical addiction utensil dummies, the pencil case became the symbol of children’s vulnerability to addiction and appealed for immediate action.