THE UNIMPORTANT PERSON by Advico Y&R Zurich for Heks

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THE UNIMPORTANT PERSON

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Switzerland
Agency Advico Y&R Zurich
Executive Creative Director Roberto Pereira
Creative Director Roberto Pereira
Art Director Roberto Pereira
Copywriter Roberto Pereira
Typographer Roberto Pereira
Released November 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: HEKS
Product/Service: NGO
Agency: ADVICO Y&R
Creative Director: Martin Stulz (Advico Y & R (Y & R Group Switzerland))
Executive Creative Director: Dominik Oberwiler (Advico Y & R (Y & R Group Switzerland))
Copywriter: Julia Brandstätter (Advico Y & R (Y & R Group Switzerland))
Art Director: Lukas Wietlisbach (Advico Y & R (Y & R Group Switzerland))
Typographer: Annik Weber (Advico Y & R (Y & R Group Switzerland))
Account Director: Pascal Trütsch (Advico Y & R (Y & R Group Switzerland))
Media placement: Entires In Magazine - Who Is Who Magazine - 01.11.2011

Describe the objective of the promotion.
In Zurich, Switzerland's biggest city, many people are excluded from business, social and community life. HEKS, a well-known Swiss NGO, helps those affected by offering various
programs to promote social integration.
Every year the magazine 'Who's Who in Zurich' portrays the 200 most important people in the city. To make the public aware of the pro-integration efforts HEKS undertakes, we wanted to challenge their concept of who's important and who's not.

Describe how the promotion developed from concept to implementation.
This year, 'Who's Who in Zürich' surprised readers by featuring not 200, but 201 persons: an 'unimportant' person, the long-term-unemployed Ruzdi Sain, was smuggled in among all the 'important' persons.

Explain why the method of promotion was most relevant to the product or service.
Unlike all other entries in the magazine, this wasn't the story of a successful, happy life: Because of his old age, the native-born Macedonian is excluded from
the activities of normal economic and social life. His portrait represents all people whom HEKS enables to re-enter the working world because every person is important.

Describe the success of the promotion with both client and consumer including some quantifiable results.
HEKS received a lot of positive feedback. Donations went up measurably and, best of all, the long-term-unemployed Ruzdi Sain found a permanent job.