ONLINE STREET MUSICIANS by Jung Von Matt/Alster Hamburg for Red Cross

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ONLINE STREET MUSICIANS

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director Baris Aladag
Executive Creative Director Jan Rexhausen, Doerte Spengler-Ahrens
Creative Director Felix Fenz
Art Director Eric Van Den Hoonaard, Pedro Pahl, Cathrin Hoffmann
Copywriter Andreas Hilbig, Christina Drescher, Marc Freitag
Producer Martin Schön
Editor Jan-Peter Horns
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Digital Media Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Digital Media
Advertiser: DEUTSCHES ROTES KREUZ
Product/Service: GERMAN RED CROSS
Agency: JUNG von MATT Hamburg, GERMANY
Advertiser DEUTSCHES ROTES KREUZ
Product GERMAN RED CROSS
Entrant JUNG von MATT Hamburg, GERMANY
Type of Entry: Use of Media
Category: Best Use of Digital Media
Title: ONLINE STREET MUSICIANS
Advertiser/Client: DEUTSCHES ROTES KREUZ
Product/Service: GERMAN RED CROSS
Entrant Company: JUNG von MATT Hamburg, GERMANY
DM/Advertising Agency: JUNG von MATT Hamburg, GERMANY
2nd DM/Advertising Agency: MARKENFILM CROSSING Hamburg, GERMANY

Executive Creative Director: Doerte Spengler-Ahrens (Jung Von Matt)
Executive Creative Director: Jan Rexhausen (Jung Von Matt)
Creative Director: Felix Fenz (Jung Von Matt)
Art Director: Eric Van Den Hoonaard (Jung Von Matt)
Copywriter: Andreas Hilbig (Jung Von Matt)
Copywriter: Marc Freitag/Christina Drescher (Jung Von Matt)
Art Director: Cathrin Hoffmann (Jung Von Matt)
Art Director: Pedro Pahl (Jung Von Matt)
Executive Account Director: Raphael Brinkert (Jung Von Matt)
Account Manager: Natalie Martens (Jung Von Matt)
Account Manager: Rabea Huthmann (Jung Von Matt)
Agency Producer: Meike Van Meegen (Jung Von Matt)
Online Account Manager: Andreas Kiesel/Frederik Mellert (Jung Von Matt / Next)
Web Developer: Georg Hemprich (Jung Von Matt / Next)
Art Director Ria: Robert Menzel (Jung Von Matt / Next)
Producer: Martin Schön (Markenfilm Crossing)
After Effects: Artur Boruch/Matthias Paeper (Markenfilm Crossing)
Editor: Jan-Peter Horns (Markenfilm Crossing)
Director: Baris Aladag (Markenfilm Crossing)
Director Of Photography: Philipp Kirsamer (Markenfilm Crossing)



Results


The campaign resulted in 3.5 million page views, many new members for the German Red Cross, €12,000 in donations and huge media coverage – online as well as offline. The money and awareness the initiative generated did not only help many homeless through a long and hard winter. It also sparked a conversation across all channels about how homeless people are excluded from German society as a whole.



Creative Execution


We took street musicians from a place they were ignored at (local stores) to the one place people least expected to see them: the internet. To do so we filmed 50 street musicians and turned their touching performances into interactive banners. This way for the first time street musicians did not play in front of shops. They played in front of online shops, surprised online shoppers could not only enjoy the music, but they could also donate money as easy as on the street. One click was all it took to support projects for the homeless – or to share the whole experience via social networks. Our beggars not only had their own Facebook page. They were also featured on a dedicated microsite, where people could read about their lives and listen to more music. And thanks to our PR campaign there was a big media echo online and offline.




There are 300,000 homeless people in Germany, many of them street musicians. Their problem: today passers-by are more concerned with themselves or their online devices and give less and less money. Our goal was to give street musicians their audience back and raise money to support the German Red Cross‘ projects for the homeless.