TROJAN BOTTLES by Leo Burnett Frankfurt for Frankfurter Tafel

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TROJAN BOTTLES

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Hans-Juergen Kaemmerer
Art Director Claudia Boeckler
Copywriter Florian Kroeber
Account Supervisor Katrin Kester
Released December 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: FRANKFURTER TAFEL
Product/Service: FRANKFURT FOOD BANK
Agency: LEO BURNETT
Creative Director: Hans-Juergen Kaemmerer
Copywriter: Florian Kroeber
Art Director: Claudia Boeckler
Account Supervisor: Katrin Kester
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: LEO BURNETT, Frankfurt, GERMANY

Description of Ambient execution
More than 500.000 people in Germany are living below the poverty line – and that number is rising. Many of them are too embarrassed to claim benefits or simply don’t know how to go about it. So instead, they gather a little money to cover their most urgent needs by collecting empty bottles with refundable deposits that have been carelessly thrown away. How can we approach these people in need and make them aware of the help offered by the Frankfurt Food Bank without offending their pride and their human dignity? Conventional advertising is out of place here. This is why the Frankfurt Food Bank uses deposit bottle collection to convey its message. Throughout the city it distributes specially prepared bottles, which at first glance look like real deposit bottles. Anyone who pulls out one of these “messages in a bottle” and looks closer will see that one can receive a food bag in exchange for the bottle from any of the numerous Food Bank distribution centres in Frankfurt. The German name for the Food Bank is “Tafel”. All bottles are labelled “Tafelwasser” which means “table water” as well as “water from the Food Bank”.

English Translation of Main Headlines
TAFELWASSER: means “table water” but also: "water from the Food Bank" Copy on bottle lable: In exchange for this bottle you'll receive a food bag from any of the numerous Food Bank distribution centres in Frankfurt. Food Bank Frankfurt - Resourcing food for Fankfurt’s hungry.