DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIA Digital, Case study DAYS OF HOPE by Saatchi & Saatchi Berlin

DAYS OF HOPE

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market Germany
Agency Saatchi & Saatchi Berlin
Executive Creative Director Oliver Kapusta
Creative Director Anne Petri
Art Director Christopher Jones
Copywriter Felix Freese, Kathrin Schaller, Tanya Moseeva, Max Olech, Nikola Zmajevic
Producer Sarah Roth Profenius, Michael M. Maschke
Released May 2013

Awards

Cannes Lions 2013
PR Lions Best Campaign; Best International PR Campaign Silver
Promo and Activation Lions Product & Service; Charities Silver
Direct Lions Product & Service; Charities Silver
PR Lions Sectors & Services; Charity and Not for Profit Silver
PR Lions Technique; Best use of Broadcast Silver
Promo and Activation Lions Use of Promo & Activation; Best Use of Broadcast in a Promotional Campaign Silver
Media Lions Use of Media; Best Use of Branded Content & Sponsorship Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities
Advertiser: DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIA
Product/Service: DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIA
Agency: SAATCHI & SAATCHI Berlin, GERMANY
Executive Creative Director: Oliver Kapusta (Saatchi & Saatchi Berlin)
Creative Director: Anne Petri (Saatchi & Saatchi Berlin)
Art Director: Christopher Jones (Saatchi & Saatchi Berlin)
Copywriter: Kathrin Schaller (Saatchi & Saatchi Berlin)
International Co-ordination: Heidi Tzavella (Saatchi & Saatchi Berlin)
Accounts: Michael Samak/Anke Schrot/Inken Dachsel/Theresa Helmich (Saatchi & Saatchi Berlin)
Producer: Sarah Roth Profenius/Michael Maschke (Saatchi & Saatchi Berlin)
Camera/Film Editing: Luca Danscher/Lukas Remie/Stephan Krause (Parasol Island Berlin)
Composer/Sounddesign: Jonathan Wulfes (Parasol Island Berlin)
Production/Director: Søren Haxholm/Denis Guth (Parasol Island Berlin)
Executive Creative Director/Creative Director: Johan Ohlson/Max Olech/Anna Pushkareva/Veljko Golubovic/Jürg Aemmer (Saatchi & Saatchi EMEA)
Creative Department: Zarko Veljkovic/Dragana Petkovic//Fréderic Nogier/Laura Iane/Marius Tianu/Catali (Saatchi & Saatchi EMEA)
Project Leader/Media: Konrad Kalinowski/Ana Mijajlovic (Saatchi & Saatchi EMEA)
Account/Management: Zorica Marjanovic/Sonja Milovic/Ivana Minovic/Pascal Schaub/Stephanie Weber/Soni (Saatchi & Saatchi EMEA)
Copywriter: Max Olech/Tanya Moseeva/Nikola Zmajevic/Felix Freese (Saatchi & Saatchi EMEA)
Video Designer: Dmitry Panteleenka (Saatchi & Saatchi EMEA)
Public Relations/Communication: Kristina Vorobyova/Yana Brekotkina/Larisa Petrini/Ramona Dumitru/Antonia Tucheac (Saatchi & Saatchi EMEA)
Production: Ivan Zornic/Nemanja Stojanovic (Saatchi & Saatchi EMEA)
Describe the brief from the client
In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. We want to create attention by triggering a direct dialog whilst appealing for donations as a direct response. We want to attract more attention and invite everybody to donate online. With these donations, the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and its partnered charities should be assured across the whole of Europe.

Creative Execution

Through new media we create a dialogue between the homeless and the viewers. By doing this, we use the standard “weather forecast” format and implement it in a surprising and unheard-of way. We use the established medium of TV innovative, placing the plight of the homeless where coldness and snow get the most attention: in the weather forecast of the news. A campaign without any costs but with a a huge media value more than 7m EUR. Perfect for our charity client Diakonie Frankfurt and its affiliated charities across Europe.


Creative Solution to the Brief/Objective.

The homeless anchor the weather forecast, displaying the icy conditions instead of the usual presenters allowing for a face-to-face, emotional charity appeal. By utilising our agency-network, we managed to spread the idea europewide.
Under the slogan “DAYS OF HOPE”, the campaign has been implemented across Europe in Germany, Poland, Switzerland, Russia, Romania, Serbia and other countries through national TV stations. And through social media its influence has been felt across the globe.
The unusual format led to much reporting in the press, coverage on TV, blogs and social media all around the world. So far 350 million media impressions were recorded and a media value of 7m EUR.


Results

As well as receiving donations, direct results included job and housing offers resulting in
further press interest a few days after the actual event. Up to 2 million viewers per day
watched the live weather broadcasts. With a media value of 7 Mio EUR the campaign has
raised much greater awareness for the hardships faced by the homeless particularly during
winter. The campaign brought more attention to the homeless and the associated charity
organisations across Europe with a global coverage, appearing in traditional and social media in
over 60 countries. So far 350 million media impressions were recorded.