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Coins of Hope

Coins of Hope | Child Focus | These Days
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basics
Industry: Public interest & Non-profit
Media:Direct Market
Market:Belgium
Style: Minimalism
descriptioncnen
Relevancy

With Coins of Hope we created a new permanent medium with infinite impressions across Europe. The supporting campaign asked to spread hope by spending the coins as quickly as possible. We used radio, print ads and social media but also specific media planning: targeted TV commercials referred to products in the previous ad, encouraging people to pay for that product with a Coin of Hope. We also used specific media where people use currency. Through banks and a supermarket chain we spread our message on ATMs and cash registers. In local shops we used cash mats, posters and window stickers.
Strategy

We wanted to reach all Belgians, and preferably people across borders too as any tip can lead to a breakthrough. Using only standard media this would quickly turn too expensive.So we created a new and permanent medium with infinite impressions across Europe.To make sure our Coins of Hope spread as fast as possible we not only used radio, print ads and social media but a specific media plan to get our message across at the right time to the right people.Targeted TV commercials referred to products in the previous ad, encouraging people to pay for that product with a Coin of Hope. Specific media was used where people use currency. Through banks and a supermarket chain we spread our message on ATMs and cash registers. In local shops we used cash mats, posters and window stickers.Online #CoinsofHope turned our 1 million coins into countless digital versions.
Execution

First we needed the King’s approval to replace his portrait, but also that of the Royal Mint, the Secretary of Finance and the 19 governments of the Eurozone. We then commissioned the designer of the common side of the Euro, Luc Luyckx, to turn the missing poster of Liam into a 3D design for a coin.Finally, on International Missing Children’s Day, Child Focus launched the Coins of Hope during a press conference with the secretary of Finance. To insure a fast spread across the country, the 1 million coins were randomly divided across banks in Belgium.The supporting campaign on tv, radio, print ads, posters, social media, website and ambient media was launched at the same time. Encouraging people to quickly spend the coins after sharing a picture with #CoinsofHope. A number of coins were sent to celebrities in advance to get the ball rolling.
Outcome

The media attention for all missing children resulted in one journalist who even managed to locate one of the children in our campaign: Mansour Safi, who had been missing for almost a year.€22 million earned media180 million media impressions+70 million social reach+56% share rate of Child Focus posts+203% engagement on Facebook page1 permanent medium with infinite impressions
CampaignDescription

Data showed that attention for older missing children’s cases had dropped significantly.So we created a daily reminder to make sure missing children are never forgotten: 1 million 2 euro coins with the face of a missing child: Liam Vanden Branden, who has been missing for 20 years.Next to the portrait we also showed the website of Child Focus. We used a live database: depending on which country you’re in, the most relevant cases are shown first.The supporting media campaign asked to spread hope by spending the coins. This across various media: tv, print, radio, social media, posters and ambient media in stores. We also turned our 1 million coins into countless virtual ones, by asking people to share a picture, using #CoinsofHope. Or, if they didn’t have a Coin of Hope yet, by doing a ‘coin swap’ with any other coin on the campaign website.
Synopsis

In Europe, every two minutes a child is reported missing. Some of them are found quickly, but others remain missing for years. Data showed that attention for older missing children’s cases had dropped significantly. The missing posters and social posts have become old news. Unjustly so, because previous cases have proven that even after years the right information can still provide a breakthrough. Child Focus, the Belgian Center for Missing Children, never gives up hope. They do everything it takes to help the families in their search and to get others involved. The objectives of the campaign were to express Child Focus’ hope for all missing children and to get everyone talking about them again. We wanted to give these children the attention they deserve.
credit
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Agency:
Creative Director:
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Other credit:Entrant Company: THESE DAYS - WUNDERMAN, Antwerp, Belgium
Media Agency: MEDIACOM, Brussels, BELGIUM
PR Agency: FINN PR, Brussels, BELGIUM
Design Director, Max Heirbaut, THESE DAYS (Wunderman – Y&R)
Chief Strategy Officer, Toon Diependaele, THESE DAYS (Wunderman – Y&R)
Strategy Planner- Brand Analyst, Katleen De Vlieger, THESE DAYS (Wunderman – Y&R)
Strategy Planner , Jef Raeman , THESE DAYS (Wunderman – Y&R)
Digital Strategist, Geerlinde Pevenage, THESE DAYS (Wunderman – Y&R)
3D production, Creative Conspiracy
Content Production , VICE
Sound Engineer, Mathias Lewis, THESE DAYS (Wunderman – Y&R)
Sound Engineer, Eli Sundermann, THESE DAYS (Wunderman – Y&R)
Creative Technologist, Olivier Berger, THESE DAYS (Wunderman – Y&R)
Solution Architect, Stijn Janssens, THESE DAYS (Wunderman – Y&R)
Project Manager, Claudio Capo, THESE DAYS (Wunderman – Y&R)
Performance, Niky Patyn, THESE DAYS (Wunderman – Y&R)
UX Designer , Krisje Verbert, THESE DAYS (Wunderman – Y&R)
Developer, Bram Verdyck
Developer, Veerle Struyf
Developer, Jill Van Reeth
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Charities & Non-profit
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Ambient Media: Small Scale
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Integrated Media
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