SPORTJUGEND HESSEN Promo, Case study HELPING IS IN STYLE by Ogilvy & Mather Frankfurt

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HELPING IS IN STYLE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Uwe Jakob, Petra Berghäuser
Art Director Sabine Schulz, Klaus-Martin Michaelis
Copywriter Hans-Peter Junius
Designer Klaus-Martin Michaelis, Julia Wehmeyer
Photographer Knut Wörner
Released November 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SPORTJUGEND HESSEN
Product/Service: CHILDREN'S CHARITY
Agency: OGILVY FRANKFURT
Date of First Appearance: Dec 1 2010
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/helfenistinmode/index_en.html
Creative Director: Petra Berghäuser/Uwe Jakob (Ogilvy)
Art Director: Julia Wehmeyer/Klaus-Martin Michaelis, Sabine Schulz (Ogilvy)
Copywriter: Hans-Peter Junius (Ogilvy)
Production Manager: Jens Steffen/Claudio Burtschenko (Ogilvy)
Photographer: Knut Wörner
Designer: Klaus-Martin Michaelis/Julia Wehmeyer (Ogilvy)
Account Executive: Sophia Berhe/Meik-Oliver Vogler/Melanie Bonn (Ogilvy)
Agency Producer: Bianka Elbert (Ogilvy)
Media placement: Website - Internet / Www.sportjugend-Hessen.de - Since 1. December 2010

Insights, Strategy & the Idea
While in Germany more and more money is spent on kids’ luxury athletic apparel, more and more kids have to live on less than 10 Euros a day – even sports turns into an unattainable luxury. The result: social exclusion.
SPORTJUGEND HESSEN (athletic youth organization for the German Federal State of Hessen) wants to draw attention to this grievance and generate donations to fight against children’s poverty.

Creative Execution
We show the discrepancy between luxury and poverty by staging the sad reality of many children as an exclusive fashion show on the Web. At first sight, it looks just like a typical noble fashion show. But in fact, the kids on the catwalk are 12 needy children presenting their threadbare sports clothing. Emotional texts tell the stories behind the clothes and give food for thought. With an integrated donation module, people can see right away what good their donation does – thus helping kids in need directly and easily.

Results and Effectiveness
Our exclusive fashion show was a resounding success: In the first weeks of December alone, more than
140,000 people visited our website – and donated several thousand Euros for the good cause. So SPORTJUGEND HESSEN was able to help many children in need all over Hessen.