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Description / Synopsis
Landmines still claim thousands of innocent victims each year, among them many playing children. That’s what we wanted to show in a very remarkable way to people who walked pass the UNICEF information booth in Frankfurt in order to collect donations for the anti-landmines projects of UNICEF.
A special table soccer was placed next to the UNICEF booth. At first glance, it looked unsuspicious and invited people for a free game. But as soon as people started to play, they realised that something was wrong: Most players missed one leg, some even two.
Context
Landmines still claim thousands of innocent victims each year, among them many playing children.
That’s what we wanted to show in a very remarkable way to people who walked pass the UNICEF information booth in Frankfurt.
Philosophy/Solution
Increase traffic at the local UNICEF Christmas information booths by showing passers-by the insidious dangers of landmines in a surprising way.
Rise awareness and collect donations for the anti-landmines projects of UNICEF.
Copy/Transcript
Landmines still claim thousands of innocent civilian victims every year. The UNICEF anti-landmines stickers campaign made the public aware fo this and called on Christmas shoppers for urgently needed donations.
Leo Burnett Germany came up with the clever idea of planting stickers on the ground in busy shopping areas. The stickers were blended in the various floor and ground materials, such as concrete or pebbles, so that they would unnoticed. They were invisible until the stuck to your foot.
As people stepped on the stickers, they saw a picture of a landmine on the bottom side and were informed that in many other countries they would have been mutilated at that moment.
With under 1000 euros to spend on the communications budget, the campaign effectively caught the attention of all passers-by in a most surprising way and successfully raised funds for this cause.
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