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Falling Letters

Falling Letters | Bischoefliches Hilfswerk Misereor | Kolle Rebbe
下载原始文件 下载原始文件 JPG | 1126x758px
基本信息
行业: 公益与非盈利组织
媒体:DM
投放:德国
语言:英语
风格: Minimalism
说明cnen
Describe the brief from the client:
The earthquake catastrophe in Haiti was covered across all media. Misereor wanted to move Germany’s top journalists not just to cover the misery caused by the earthquake, but to get active themselves and help out with a donation.

Creative Execution:
With our mailing we managed to approach the target group precisely and clearly. Our idea also suited a relief organization well, which always felt it was more important to help than just to talk about helping.

Describe the creative solution to the brief/objective.
To encourage as many of the approximately 500 top journalists and media decision-makers as possible to make a donation, we developed an unusual mailing concept. Instead of writing reams of letters asking for donations, we reduced the copy to a provocative demand: deeds, not words! And underlined our message with an attention-grabbing, formal idea.


Describe the results in as much detail as possible.
Almost half of the approximate 500 journalists we approached reacted to the mailing. The majority were prepared to help the eathquake victims of Haiti with a donation. The campaign was a great success for Misereor.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
制作公司:
奖项
戛纳国际创意节 2010
银奖 直效
Use of Direct Marketing/Flat Mailing
Golden Award of Montreux 2010
金奖章 平面/海报/直邮
Public Interests
Eurobest - The European Advertising Festival 2010
银奖 直效
Flat Mailing
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