Dead Man Cooking by Jung Von Matt/Alster Hamburg for Alive E.v.

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Dead Man Cooking

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Industry Books, Public awareness
Media Print, Magazine & Newspaper, Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Executive Creative Director Jan Rexhausen, Dorte Spengler-Ahrens
Creative Director Felix Fenz
Art Director Alexander Norvilas
Copywriter Vicky Jacob-Ebbinghaus, Stefan Golde, David Wegener, Marc Freitag, Estelle Raschka
Account Supervisor Raphael Brinkert
Typographer Julika Dittmers
Illustrator Reginald Wagner, Adam Bunte, Alexander Rotterink
Released March 2011

Awards

One Show 2012
One Show Public Service / Collateral - Single Silver

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: ALIVE
Product/Service: COALITION TO ABOLISH THE DEATH PENALTY
Agency: JUNG von MATT
Executive Creative Director: Jan Rexhausen (Jung von Matt)
Executive Creative Director: Dörte Spengler-Ahrens (Jung von Matt)
Creative Director: Felix Fenz (Jung von Matt)
Art Director: Alexander Norvilas (Jung von Matt)
Copywriter: David Wegener (Jung von Matt)
Copywriter: Vicky Jacob-Ebbinghaus (Jung von Matt)
Copywriter: Marc Freitag (Jung von Matt)
Copywriter: Stefan Golde (Jung von Matt)
Copywriter: Estelle Raschka (Jung von Matt)
Illustrator: Alexander Rötterink (Rocket & Wink)
Illustrator: Reginald Wagner (Rocket & Wink)
Illustrator: Adam Bunte (Rocket & Wink)
Typographer: Julika Dittmers (Rocket & Wink)
Junior Art Director: Eva Stetefeld (Jung von Matt)
Account Supervisor: Raphael Brinkert (Jung von Matt)
Account Manager: An-Fu Rueß (Jung von Matt)
Production Manager: Philipp Wenhold (Jung von Matt)
Media placement: Book - Direct Mail - January 2012

Describe the objective of the promotion.
Every year many people are executed in the United States. A terrible truth, that is less and less taken into account. We have just got used to it.
At the same time, no other topic in Germany is more popular than cooking. 8 out of 10 of the most popular TV programmes are cooking shows. Cookbooks sell by the millions and fill shelf after shelf in German book-stores. That´s why our aim is to give a wake up call to society, and to convince many more people that it is high time to abolish the death penalty.

Describe how the promotion developed from concept to implementation.
We asked inmates on death row all over the US what they will ask for as a last meal, when their last day has arrived. 40 of those answers were put into a cookbook, available in book-stores all over Germany and sent to decision-makers and influential politicians. The revenue will be used to support Alive, an organisation that fights against the death penalty in America. We targeted lifestyle-oriented people, who love to cook, buy cookbooks and like to show off to their friends this very unusual and unique coffee-table book.

Explain why the method of promotion was most relevant to the product or service.
Our strategy is based on 2 insights: firstly, people feel indifferent about the death penalty, and secondly: a very relevant topic in Germany and the United States is cooking. While rarely achieving top ratings, cooking shows have always attracted people. More than 50% of Americans watch cooking shows on a regular basis. Consequently, cookbooks sell by the millions and fill shelf after shelf in book-stores.

That's why we devised a cookbook with last meals: DEAD MEN COOKING. So people can engage with the severe topic of death penalty through something they love.

Describe the success of the promotion with both client and consumer including some quantifiable results.

Shortly after we sent out the first edition as a mailing to influential politicians and organisations in Germany and the US, we noticed an increase of 350% of visitors on the website of Alive. National media coverage was extensive and additional donations grew by 120%.

Since the book has a strong design approach fans voluntarily shared it on social communities like Facebook and Twitter. There were articles about Dead Man Cooking in several leading German design magazines. All this resulted in nearly 90m contacts in the German media.