HELPING IS IN STYLE by Ogilvy & Mather Frankfurt for SPORTJUGEND HESSEN

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HELPING IS IN STYLE

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Industry Charities, Foundations, Volunteers
Media Promo & PR
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: Charities
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/campaign/index_en.html
Creative Director: Petra Berghäuser/Uwe Jakob (Ogilvy Frankfurt)
Art Director: Julia Wehmeyer/Klaus-Martin Michaelis/Sabine Schulz (Ogilvy Frankfurt)
Copywriter: Hans-Peter Junius (Ogilvy Frankfurt)
Production Manager: Jens Steffen/Claudio Burtschenko (Ogilvy Frankfurt)
Photographer: Knut Wörner
Designer: Klaus-Martin Michaelis/Julia Wehmeyer (Ogilvy Frankfurt)
Account Executive: Sophia Berhe/Meik-Oliver Vogler/Melanie Bonn (Ogilvy Frankfurt)
Agency Producer: Bianka Elbert (Ogilvy Frankfurt)
Media placement: Website - Internet / Www.sportjugend-Hessen.de - Since 1. December 2010
Media placement: Infoscreens - In Train Stations In Frankfurt - 1.-24.12.2010
Media placement: Shop - Zeilgalerie Frankfurt - 1.-24.12.2010
Media placement: Catalog - In Noble Kid's Fashion Boutiques In Frankfurt - 1.-24.12.2010

Describe the objective of the promotion.
The issue of child poverty has not yet reached general consciousness in affluent Germany. It is still widely regarded as a problem of the “Third World” which does not seem to concern us here in Germany.
Our goal: to draw attention to child poverty in Germany, to de-stigmatise those concerned, and of course to generate donations in order to actively do something against child poverty.

Describe how the promotion developed from concept to implementation.
With our campaign, we wanted to show the contrast between child poverty and the continually rising affluence in Germany. We used the fact that the public image – also in Germany – is increasingly dominated by glamourous high-gloss pictures from fashion and advertising. We wanted to sharpen the contrast by showing needy children wearing their typically threadbare, dirty and badly fitting sports clothes and presenting them on stage in a typical high-gloss glamour style. For this, we made a video of our own fashion show and made it the heart of our website – where it created a fast and attention-grabbing donation drive.

Explain why the method of promotion was most relevant to the product or service.
The fashion show presenting needy children in their threadbare sports clothes created a striking contrast to the usual image of the fashion world which has become increasingly important, not least via successful TV shows like “Germany’s Next Topmodel” starring Heidi Klum.
By playing with and inverting this popular format, we were able to create general attention. And thanks to the fast donation option on the Web, needy children could be helped directly on the spot.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A donation campaign that is more than skin-deep: during only four weeks, the website and our donation shop generated several hundreds of euros per day coming from private persons. Overall, donations totaling in the five-digit euro range were collected for the good cause – plus additional substantial contributions by companies and organisations all over Hessen.