HOLY WOOD by K2011, Trigger Happy Productions for Entega

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HOLY WOOD

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Industry Energy & Water Utilities
Media Direct marketing
Market Germany
Agency K2011
Agency Trigger Happy Productions
Creative Director Ludwig Berndl, Bastian Meneses Von Arnim, Kristoffer Heilemann
Producer Nani Miliane Neimeth, Nina Steiger
Photographer Steffen Roth, Jan Hinrich Hoffmann, Katja Ortmann
Released February 2011

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: ENTEGA
Product/Service: GREEN ENERGY
Agency: K2011
Agency: TRIGGER HAPPY PRODUCTIONS
Date of First Appearance: Feb 9 2011
Entrant Company: K2011, Berlin, GERMANY
Chief Creative Director: Ralf Schmerberg (Trigger Happy Productions)
Creative Director: Ludwig Berndl (K2011)
Concept: Klemens Schüttken (Freelance)
Executive Producer: Stephan Vens (Trigger Happy Productions)
Producer: Nani Miliane Neimeth (Trigger Happy Productions)
Project Management: Bella Sahin (Trigger Happy Productions)
Head of Marketing: Dr. Karoline Haderer (ENTEGA)
Marketing Manager: Sandra Schamber (ENTEGA)
Architect: Peter Weber (Artdepartment)
Realization: Uwe Tisch (Gerüstbau Tisch)
Graphic Designer: Chan-Young Ramert (K2011)
Public Relations: Silke Neumann/Moritz Estermann/Stefan Bernhard (Bureau N)
Assistant to Chief Creative: Heike Pauketat (Trigger Happy Productions)
Assitant Producer: Nicolas Blankenhorn/Josefine Bothe (Trigger Happy Productions)
Online: (Mindpirates)
Creative Director: Kristoffer Heilemann/Bastian Meneses von Arnim (DDB Tribal)
Art Director / Copy Writer: Marian Grabmayer/Res Matthys (DDB Tribal)
Photographer: Jan Hinrich Hoffmann/Steffen Roth/Katja Ortmann
Sound Engineer: Lukas Walter (Hastings Audio Network)
Producer: Nina Steiger (Hastings Audio Network)
Media placement: Installation "HOLY WOOD" - Ambient Media, Special Build - 09.02.2011
Media placement: Book "HOLY WOOD - A Tribute To The Forest" - Sampling - 09.02.2011
Media placement: Opening Ceremony - Event - 09.02.2011
Media placement: Website "HOLY WOOD" - Online - 09.02.2011
Media placement: Trailer "HOLY WOOD" - Cinema - 10.02.2011
Media placement: Information Brochure - Sampling - 09.02.2011
Media placement: Social Media Channel - Facebook - 09.02.2011

Describe the brief/objective of the direct campaign.
ENTEGA, a provider of nuclear free, climate friendly green energy, joined forces with the Berlin International Film Festival to raise awareness for climate protection and the importance of forests in the fight against global warming. Part of ENTEGA’s climate friendly energy concept is the compensation of unavoidable CO2-emissions with reforestation projects. Holy Wood was designed to acquaint new potential customers with ENTEGA as responsible partner and the possibility to contribute to climate protection themselves, by choosing green energy and compensation of CO2 emissions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Installation “Holy Wood” in Berlins central park, the Tiergarten, connected the glamorous movie world and the issue of climate change. It underlined the Berlinale’s commitment to reduce the festival’s carbon footprint and thus giving a prominent example climate protection – with the help of partner ENTEGA, using its green energy and reforestation projects. At night, a projection on the Holy Wood sign enchanted the site. Beyond this poetical homage to the forest, Holy Wood also invited people to act: an initiative was founded by the Berlinale and ENTEGA to raise funds for replanting 10.000 trees missing along Berlin’s streets.

Explain why the creative execution was relevant to the product or service.
Holy Wood managed to turn the rather abstract issue of climate protection into something very personal. It concentrated on the cause but at the same time offered a product as the solution: green energy and the compensation of unavoidable CO2 emissions. A book about forests, distributed to journalists and special guests, a festival trailer, a brochure, a web special and various social media channels helped to spread the urgent appeal of Holy Wood: Forests give us protection – time to give something back.

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.
Holy Wood used the enormous media attention around the Berlinale festival to give the issue of climate protection a big stage. For the time of the festival, Berlin’s new landmark became a popular attraction for locals and festival guests alike. Traffic on ENTEGA’s website increased by 300%. Within a week, the Holy Wood imitative raised funds for hundreds of trees, at a price of €1000 each. ENTEGA was established as a responsible partner in the fight against climate change.