Human Rights Watch (HRW) DM HUMAN RIGHTS WINDOW by Jung Von Matt/Spree Berlin

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Germany
Agency Jung Von Matt/Spree Berlin
Creative Director Karsten Ruddigkeit
Art Director Reza Ramezani
Copywriter Constantin Sossidi
Designer Julian Lebel
Photographer Sebastian Burgold
Account Supervisor Wolfgang Engel
Released March 2012

Credits & Description

Category: Ambient Media (Large Scale)
Agency: JUNG von MATT
Chief Creative Director: Deneke von Weltzien (Jung von Matt)
Creative Director: Karsten Ruddigkeit (Jung von Matt)
Project Management: Felix Boerner (Jung von Matt)
Art Director: Reza Ramezani (Jung von Matt)
Copywriter: Constantin Sossidi (Jung von Matt)
Designer: Julian Lebel (Jung von Matt)
Production Company: (Cobblestone Filmproduktion)
Cinematographer: Malte Goy (Cobblestone Filmproduktion)
Cinematographer: Dennis Riebenstahl (Cobblestone Filmproduktion)
Cinematographer: Oliver Hampe (Cobblestone Filmproduktion)
Set Designer: Sebastian Soukup (Cobblestone Filmproduktion)
Photographer: Sebastian Burgold
Promotion Stand Construction: (We Make It)
Account Supervisor: Wolfgang Engel (We Make It)
Media placement: Promotion - Hackescher Markt, Berlin - 01.03.2012

Describe the brief/objective of the direct campaign.
Torture is still part of everyday life in 81 countries. It's happening behind windowless walls. Human Rights Watch wanted to draw attention to these abuses with a public awareness campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Human Rights Watch wanted to draw attention to the increase of torture following the Arab Spring. Because the greater the level of public awareness, the more pressure can be put on the regimes.
A non-transparent glass cube was erected in the centre of Berlin. With a special sticker, passers-by could make the walls see-through and every sticker became a window to see inside. The passers-by saw a torture scene reminiscent of what is currently happening inside prisons.

Explain why the creative execution was relevant to the product or service.
Transparency is one of the key themes at Human Rights Watch. By making the torture visible, victims are given a voice and political pressure is put on the regime. Human Rights Watch is opening these ‘windows’ all over the world and shedding light on abuses.
It mattered to Human Rights Watch that people weren’t just passive observers. People needed to find out what it was all about and get involved themselves. After all, what we experience leaves a greater impression that what we merely see. With the help of stickers and the glass cube, we turned passers-by into activists.

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.
As Berlin is Germany’s capital, the campaign took place at the country’s political heart. This meant that we reached the most important target group of all. Even during the installation phase, the campaign received plenty of attention and caught the eye of many journalists.
Human Rights Watch employees distributed thousands of stickers, most of which were stuck on straight away by passers-by. At the end, all the walls of the cube were see-through and the torture scene had been completely revealed. The cube became a symbol against torture.