VEREIN WIENER FRAUENHÄUSER Print 360° CITYLIGHT FOR WOMEN´S SHELTERS by DraftFCB Vienna

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360° CITYLIGHT FOR WOMEN´S SHELTERS

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Industry Against violence
Media Print, Magazine & Newspaper
Market Austria
Agency DraftFCB Vienna
Executive Creative Director Patrik Partl
Creative Director Florian Schwab, Daniel Senitschnig
Photographer Clemens Ascher
Released March 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: VEREIN WIENER FRAUENHÄUSER
Product/Service: AGAINST PHYSICAL VIOLENCE
Agency: DRAFTFCB PARTNERS
Chief Creative Officer: Bernd Fliesser (Draftfcb Partners)
Executive Creative Director: Patrik Partl (Draftfcb Partners)
Creative Director: Florian Schwab (Draftfcb Partners)
Creative Director: Daniel Senitschnig (Draftfcb Partners)
Client Consultant: Michael Mesaric (Draftfcb Partners)
AD: Daniel Senitschnig (Draftfcb Partners)
Junior AD: Kerstin Frühwirth (Draftfcb Partners)
Graphic Design: Maria Kondratieva (Draftfcb Partners)
Photographer: Clemens Ascher
Image Editing: (Rotfilter)
Media placement: Citylight - Gewista, Vitrine 6 - Mariahilferstr.6 - 21. March 2011

Describe the objective of the promotion.
The main objective was to build awareness and increase the donations for the women's shelters.

Describe how the promotion developed from concept to implementation.
The concept: Abusive relationships exist in every social class – even in those who seem rich and carefree. That´s why we created a fictional designer furniture brand named ‘SOMO’ that stands for the upper class. On the front side you see the fictional designer furniture ad with an attractive woman. On the back side of the citylight you can see the same woman with lots of scrapes and bruises on her back.

Explain why the method of promotion was most relevant to the product or service.
Insight: The target group thinks that abusive relationships happen in a lower-class environment. People often get confronted with an illusory world. We wanted to show that in a classy but effective way. That´s why we created a 360° citylight in order to show what´s behind this illusion. This ad involves and touches the audience emotionally.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The ad succeeded in attracting attention: The page views of the women´s shelter's website increased by 32%. The donations rose by 18%.