Deutscher Handwerkskammertag (dhkt) DM THE CRAFTSMEN'S BOOBS by Scholz & Friends Berlin

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Marc Ebenwaldner, Michael Johne
Copywriter Marco Mueller
Photographer Markus Mueller
Released November 2010

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Product/Service: CRAFTSMEN
Date of First Appearance: Dec 1 2010
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Marc Ebenwaldner (Scholz & Friends)
Art Director: Michael Johne (Scholz & Friends)
Copywriter: Marco Mueller (Scholz & Friends)
Account Manager: Benjamin Baader (Scholz & Friends)
Account Manager: Sven Weiche (Scholz & Friends)
Account Manager: Jana Baehr (Scholz & Friends)
Account Manager: Marissa Monath (Scholz & Friends)
Agency Producer: Nelly Sedlanic (Scholz & Friends)
Graphics: Robert Gebhard (Scholz & Friends)
Photographer: Markus Mueller
Media placement: Calendar Direct Mailing - Shipping To Craft Enterprises, Distribution On Trades For Professional Trainings - 01.12.2010

Describe the brief/objective of the direct campaign.
German crafts companies have a serious problem finding thousands of new apprentices, year by year. But that's not surprising: The whole profession is generally considered old-fashioned and the job profiles monotonous.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The 'Craftsmen's Boobs' (also known as plumber's crack and builder's cleavage) is well established as a stereotype for the entire trade. The best tools to disprove it are humour, a calendar, a t-shirt and some attractive craftswomen, whose respective cleavage is completed by the butt of a male colleague.

The calendar was sent to crafts enterprises. A t-shirt order form was attached, enabling the craftsmen to improve the image of their profession by simply wearing the shirts at work and in public.

At the URL you get information about 151 trades and how to become an apprentice.

Explain why the creative execution was relevant to the product or service.
To arouse enthusiasm for the modern handcraft young people through the campaign.

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.
Because in Germany apprenticeships usually start in September, quantifiable results will be available in the second half of the year.