International Society Of Human Rights: THE PIRATE RADIO EXPERIMENT by Jung Von Matt/Alster Hamburg for International Society For Human Rights (ishr)

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International Society Of Human Rights: THE PIRATE RADIO EXPERIMENT

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Industry Human Rights
Media Promo & PR
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director Christian Schwochow
Executive Creative Director Mathias Stiller
Creative Director Marius Lohmann, Maximilian Millies
Art Director Duc Nguyen
Copywriter Nicolas Linde
Producer Jule Everts, Andrea Roman-Perse
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Audio Silver
Promo & Activation Lions Best Use of Broadcast in a Promotional Campaign Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Audio
Advertiser/Client: INTERNATIONAL SOCIETY FOR HUMAN RIGHTS
Product/Service: HUMAN RIGHTS AWARENESS
Entrant Company: JUNG von MATT Hamburg, GERMANY
Advertising Agency: JUNG von MATT Hamburg, GERMANY
2nd Advertising Agency: JUNG von MATT Berlin, GERMANY
Executive Creative Director: Mathias Stiller (Jung von Matt)
Account Superviser: Ilan Schäfer (Jung von Matt)
Creative Director: Maximilian Millies/Marius Lohmann (Jung von Matt)
Copywriter: Nicolas Linde (Jung von Matt)
Art Director: Duc Nguyen (Jung von Matt)
Account Manager: Julia Kottowski (Jung von Matt)
Director: Christian Schwochow (Bigfish Filmproduktion)
Producer: Jule Everts/Andrea Roman (Bigfish Filmproduktion)
Director of Photography: Konstantin Freyer (Bigfish Filmproduktion)
Hidden Camera: Steven Enderlein/Hardy Hergt (Bigfish Filmproduktion)
Line Producer: Oliver Marquardt (Bigfish Filmproduktion)
Presenter/Radio Voice: Matthias Weidenhöfer (Bigfish Filmproduktion)
Casting: Susanne Abbassian (Bigfish Filmproduktion)
Sound and Monitoring System: Tonfabrik (Tonfabrik)
Results and Effectiveness:
Without any media spending we reached many people in one week in a very intensive way. Response rate was 100%: we could engage every addressed person in a discussion. Most important: interviews with our victims revealed that we made all of them think.
Creative Execution:
We built a mobile pirate radio station which enabled us to hack into the frequencies of Berlin’s five most popular radio stations. We surprised drivers with a newsflash that made them the subject of a police manhunt. To reach even more people, we cooperated with a bakery, a laundrette and a taxi driver. After giving our victims a brief scare, we approached them and revealed our cause via radio and a promotion team.
Insights, Strategy and the Idea:
All over the world, innocent people are being persecuted. Our objective was to create awareness for this problem and for the commitment of the International Society for Human Rights. To do that, we let people experience what it feels like to be innocently persecuted.