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Stones Telling Stories

basics
Industry: Public interest & Non-profit
Media:Cyber
Market:Germany
Style: Minimalism
descriptioncnen
Results and Effectiveness
Shortly after we launched the online memorial, offline and online press coverage took off. Over 45 cities in Germany and Austria immediately wanted to participate and made the data of their local stumbling stones available to us. We encouraged schools to initiate research projects and supplied them with material. So whole classes can search for traces of deported people in their neighbourhood. This is how we made the recollection of one of the most horrendous incidents a collective experience. Donations for hundreds of yet to be placed stones were raised. Likes and Shares on Facebook showed, that we reached our target audience: the digital natives. Those who tend The App has currently been downloaded hundreds of times.

Creative Execution
Instead of bringing young people to the memorial stones, we brought the stones to the people. We let them stumble online. We placed the stones as banners for users to stumble upon. You could find the stones on Google Maps and on Google StreetView you could see the actual house out of which the person had been deported. We planted street posters in Germany cities that reminded people to keep their eyes open for Stumbling Stones in the pavement. And through an iPhone App users got access to further information like biographies, personal memories and photos. Thus we made the stumbling experience more tangible and revealed unique stories behind every name – because that´s what people will remember.

Insights, Strategy and the Idea
Shockingly 50% of the young Germans don´t know what the Holocaust is. To change that we transferred one of the world´s largest Holocaust Memorials into the world´s largest ONLINE Holocaust Memorial: the Stumbling Stones. They are small brass blocks that are put into the pavement in front of the home of a deported person. There are already over 32,000 in Europe. The Idea: let our target audience stumble where they spend most of their time: online.
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Account Manager:
Editing:
Other credit:Benedikt Hugendubel Slaughterhouse Colourist
Lars Wemmje Slaughterhouse Animation
Philipp Breidthardt Slaughterhouse Producer
Thomas Reinecke Dederichs Reinecke & Partner
Torben Knye Dederichs Reinecke & Partner
Till Kubelke Kuborgh*
awards
Cannes Lions International Festival of Creativity 2012
Gold Media
Best Use of Digital Media
Cannes Lions International Festival of Creativity 2012
Bronze Titanium & Integrated
Clio Awards 2012
Silver Interactive
Interactive Campaign
London International Advertising Awards 2012
Bronze Integration
Integrated Campaign
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Interactive
Public Interest
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Interactive
Media Innovation - Traditional Media
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Media Usage & Branded Content
Public Interest
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Media Usage & Branded Content
Media Innovation - Traditional Media
Eurobest - The European Advertising Festival 2012
Silver Integrated
Integrated
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