| Title | Walk for Life |
| Brief | The Insight: Young people are interested in sneakers and sports. So before starting this year’s “Lauf für mehr Zeit” (Walk for Life) charity run in Germany, the AIDS foundation came up with the idea of opening up a shoe store in one of Europe’s biggest malls. But this store never sold a single shoe. Instead it presented shoes that were old and worn, and each pair told a story about people affected by HIV or AIDS. These personal tales were unlocked via the visitors’ mobile phones, and were gathered together on the Walk for Life website. This became a powerful storytelling medium that compelled people to engage with an uncomfortable topic and motivated them to participate in the “Lauf für mehr Zeit”. |
| Agency | McCann Worldgroup Germany |
| Campaign | Walk for Life |
| Advertiser | AIDS Foundation |
| Brand | AIDS Foundation |
| Posted | January 2019 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Chief Creative Officer | Se.....an Ha....ck Subscribers Only |
| Executive Creative Director | M...in B...a Subscribers Only |
| Group Creative Director | T...as De.....lf Subscribers Only |
| Creative Director | T...as Au.....ld Subscribers Only |
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| Art Director | J...or ..t Di....or Subscribers Only |
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| Influencer Manager | S....en P...r Subscribers Only |
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