| Title | Handcut Cardboard Posters |
| Agency |
J. Walter Thompson
|
| Campaign |
Handcut Cardboard Posters
|
| Advertiser |
Street Magazine Hinz & Kunzt
|
| Brand |
Hinz & Kunzt
|
| Posted | July 2011 |
| Business Sector | Charities, Foundations, Volunteers
|
| Philosophy | It was key to create something that would stand out amidst all the political campaigning in the city. As there was basically no budget, the campaign needed to create a lot of media attention in order to make the topic important in public debate. It was also key to win supporters to make the campaign happen in the first place. In the end the real goal was to help shift the election in a favorable direction: from the conservative to a more social government. |
| Problem | Hinz&Kunzt streetmagazine had identified a big problem: in rich Hamburg, Germany, thousands of people are homeless and even more people cannot afford to rent anymore, while at the same time over 1.4 million square meters of flats and offices are left vacant on purpose. As city hall elections were coming up, this important topic and unbelievable imbalance needed to be made public in order to influence voting behaviour. The audience: 1.2 million residents of Hamburg eligible to vote. |
| Result | Prior to launch, the design idea, the topic and content of the campaign helped to gain more than 20 companies to contribute work and materials (printing, media space, etc). This was key in order to be able to produce a campaign that really reaches the whole city. Only 19,000EUR invested created an advertising value of nearly 300,000EUR - which equates to 22 million contacts in Hamburg! Over 3,000 campaign postings online, close to 1,000 active participants, more than 10 TV editorials and countless articles followed. In the end, the ruling conservative party lost and a new, more social mayor won! |
| Media Type |
Packaging, Branding & Design
|
| Copywriter |
Michael Muck
|
| Art Director |
Petra Sievers
|
| Creative Director |
Till Hohmann
|
| Art Director |
Regina Groffy
|
| Creative Director |
Cedric Ebener
|
