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Open your eyes

基本信息
行业: 公益与非盈利组织
媒体:设计与品牌
投放:德国
风格: Minimalism
说明cnen
Synopsis
Situation FGM – Female genital mutilation - is still an issue. Every 11 seconds a girl is affected somewhere in the world. Brief After the launch of our campaign in Print and OOH, we were asked to raise awareness for this cause also online. The brief was to create an attention-grabbing multichannel campaign with a strong voice in social media to educate the public about this issue and raise money for the fight against FGM. Objectives The objectives were to “open the eyes” of the public to this cruel ritual, make people aware of the problem and to raise money. Budget This is a zero budget project. Everyone participated for free to make the campaign happen. Project scale and volume When we submitted the campaign, it just started with print, posters and in social media – driven by national and international supporters. All media and support was free of charge.
Outcome
Value added to brand Instead of using stereotypical shocking pictures, we found a new creative way to draw attention to this terrible abuse of human rights. The brand benefited from this by getting a large number of new supporters and donators. Value for consumer The good feeling to be part of a good cause and to warn children of FGM. Reach/cultural impact Due to the stream of refugees to Europe, in Germany alone 50’000 women and girls are threatened, and FGM is becoming a growing problem in the Western world. This is where the campaign begins. Sales N/A (106 % increase in donations during the campaign period.) Achievement against brief The surprising key visual of the tilted Eye impressed people and media in various ways – it went so far that some media didn’t allow to publish the campaign. Other KPIs -
Execution
1. A strong key-visual – closed eyes, tilted by 90 degrees, that look like a mutilated vagina. Combined with the message “Open Your Eyes” it powered a strong movement to fight FGM. 2. The campaign was published in print, as posters and online. 3. The key visual was present in all chosen design elements. 4. During the design development we had to find out in which way every woman needed to squint her eyes to achieve the best effect. 5. The key-visual was created by actual victims as well as the wider online community, who posted their own selfie eye-visuals. Emotional interview-videos shared the story of the threatened women. 6. We developed visuals that created awareness through their surprising looks. The two images in one idea brought the message across in a powerful way. 7. A4, Digital OOH, gifs, jpgs
CampaignDescription
Brand relevance TERRES DES FEMMES is a non-profit women's rights organization. They strive for international networking with other women's rights organizations, support women in consulting, and support projects, organizations and initiatives by women for women from abroad. The campaign “Open Your Eyes” clearly strengthens the organization in its fight against FGM and helps threatened women and girls with advice, also showing supporters how to help. Target audience (consumer demographic/individuals/organisations) Men and women of all ages who are willing to donate money and to show support by positing the images.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
美术指导:
摄影:
制作公司:
导演:
摄影指导:
剪辑:
音效设计:
其他职位:Entrant Company: GREY GERMANY, Düsseldorf, Germany
Media Agency: GREY MEDIA GERMANY, Düsseldorf, GERMANY
Additional Company: KINETIC WORLDWIDE, Düsseldorf, GERMANY
Additional Company: MUSIC MAKING PEOPLE, Duesseldorf, GERMANY
Creative Supervisor Copy, Thomas Kuhn, Grey Duesseldorf
Creative Supervisor Art, Markus Werner, Grey Duesseldorf
New Business, Sonja Ruschke, Grey Duesseldorf
Chief Marketing Officer, Michael Rewald, Grey Duesseldorf
Senior Art Director Digital, Alper Yazar, Grey Duesseldorf
Concepter Digital, Christoph Korfhage, Grey Duesseldorf
Director of Production, Peter Engel, Grey Duesseldorf
奖项
戛纳国际创意节 2018
入围 设计
Digital & Interactive > Social Engagement
The One Show 2018
优秀奖 跨平台
Craft / Photography - Campaign
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