JOURNEY TO THE HORIZONT-HOUSE by WOLF & MOTOORI for Horizont

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JOURNEY TO THE HORIZONT-HOUSE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Germany
Agency WOLF & MOTOORI
Creative Director Michael Hazkiahu
Copywriter Natalie Opatz
Producer Uli Reuter
Released December 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: HORIZONT
Product/Service: HOMELESS CHILDREN'S CHARITY
Agency: WOLF & MOTOORI
Date of First Appearance: Dec 27 2009 12:00AM
Entrant Company: WOLF & MOTOORI, Frankfurt, GERMANY
Trainee Account: Julia Balke (Wolf & Motoori)
Trainee Art: Julia Wipperfürth (Wolf & Motoori)
Producer: Uli Reuter (e+p commercial Filmproduktion)
Co-Producer: Peter Jakoby (e+p commercial Filmproduktion)
Composer: Stefan Will (Blunck, Will & Denker)
Animation Administration: Andreas Fuss (Südlich-t & Co.KG)
Animation: Holger Arndt (Südlich-t & Co.KG)
Creative Director: Michael Hazkiahu (Wolf & Motoori)
Copywriter: Natalie Opatz (Wolf & Motoori)
Media placement: Cinema Campaign - 1 Spot - Several Cinemas E.g. FunDeMental Studios & Orfeos Erben - 27.12.2009

Results and Effectiveness
Due to already 24 cinemas showing interest in broadcasting the spot without taking any fees, the awareness of HORIZONT e.V. is increasing steadily.

Creative Execution
The visual conception is designed to give the audience an easy ac-cess to this critical issue. By making use of a visualisation immediately connected to children’s books and stories, the commercial gives its viewers the chance to comprehend the subject within its greater scheme. The composed music further supports the dramaturgy of the story told. All incidents and obstacles, shown in the spot, symbolise the journey (or path of life) that homeless children and mothers have to pass. In addition the spot clearly communicates the solution – the HORIZONT-house as a place of security and hope. This social commercial has been realised and broadcast without any budget and has been shown with in cinemas in the greater area of Munich. Broadcasting will be extended to cinemas all over Germany. Cinemas as media were chosen for reasons of being the right spot for a charity project like the HORIZONT-house.

Insights, Strategy & the Idea
Child homelessness in Germany is a topic still lacking awareness. In order to call attention to the topic we decided to create a one-minute social commercial with the objective to: • Increase the awareness of the topic “homeless children and mothers in Germany” • Increase the awareness of HORIZONT e.V. and its offer of accommodation, and • To make people donate. The primary target audience is that part of the German population who has the funds and is willing to donate for social institutions such as the HORIZONT-house. At the same time the commercial addresses those concerned by homelessness or looking for shelter from unbearable domestic situations. Cinemas as media were chosen for reasons of being the right spot for a charity project like the HORIZONT-house.