Why is this work relevant for Media? LIFEBOAT -the experiment is a one of it’s kind media stunt. Without spending a single Euro in media the project instantly became world news. All parties involved acted as catalysts. Despite having an Oscar-nominated director on board, we invited Journalists of the biggest newspapers and selected influencers to participate in the actual experiment, multiplying our message and spreading their first hand experiences through their own channels. This organic reach got picked up by news channels from China to Canada, reaching half a billion people, renewing the public debate and creating a mindshift in society. Background Sea-Watch is a non-profit organization conducting civil search and rescue operations in the Mediterranean Sea. The organization acts politically and religiously independent. Since 2014 Sea-Watch participated in saving over 37.000 lives. While the refugee crisis in the Mediterranean along the world’s deadliest border continuous, its media coverage decreased heavily. The topic simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent. Describe the creative idea/insights (30% of vote) We’ve set up a one-of-it’s kind media Stunt.The refugee crisis in the Mediterranean along the world’s deadliest border simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent.When we want their story to be heard again, we need it to be told by someone, the European society listens to.Likeminded. 5 Refugees who survived told us their story of their escape, and we let 40 Europeans experience in a simulation only a fragment of what it feels like to cross the Mediterranean.Thereby the participants of the experiment told the story of the refugees.A German proxy for a refugee’s story. Further the participants represented the German society in age, gender & profession to maximize the potential for the viewers identification.All experiences were captured in the documentary-short of the simulation “LIFEBOAT- The experiment“ by Oscar nominated director Sky Fitzgerald.A simple trick:A change of perspective driving a mindshift in society. Describe the strategy (20% of vote) A holistic campaign including off- and online media touch points as well as selected influencer drove traffic to our campaign website www.lifeboatexperiment.org. Here we invite people to inform, understand and feel the torture of each individual journey renewing the public debate. To guarantee an initial spark of the conversation we invited journalists of the biggest newspapers as well as selected influencer to participate in the experiment and report their first hand experiences. Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. Describe the execution (20% of vote) To make the refugee crisis a globally recognized problem again, we brought it closer; geographically and emotionally. Based on first hand experiences of five refugees who survived, the experiment was delicately designed to generate a maximum immersive experience serving and triggering all human senses.We set up a simulation attempting to remodel all conditions of a real escape. Darkness,waves,stress,anxiety,uncertainty simulated in a wave-pool of a maritime training center in North Germany. All emotions and experiences were captured under very controlled circumstances by Oscar-nominated Director Skye Fitzgerald in the documentary-short “LIFEBOAT- The experiment”.The documentary was hosted on a mobile-optimized website, spread across all channels by selected political influencer and classical media.To guarantee an initial spark of the conversation we invited a journalist of the biggest German newspaper to participate in the experiment.Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. List the results (30% of vote) More than just a simulation „LIFEBOAT - The experiment“ is a game changer for a NGO reaching out for global awareness & regaining media coverage. The experiment instantly became world news. After being covered by all major German news-channels international press from China to Canada picked it up, reaching half a billion people, trippling traffic to website and increased Brand interaction by 310%. But most importantly, with +1100 articles published, we gave people who suffer a voice to be heard again. Facebook, Instagram and twitter made it a trending topic online sparking an ongoing dialogue creating a mindshift in society. All without spending a single euro in media. And even though the campaigns solely focused on awareness, donations went up, too.
Describe the brief from the client LEGO Germany was a co-operation partner for the release of Star Wars 3D –Episode 1. Therefore we were asked to create an involving idea to promote LEGO Star Wars sets in cinemas among Star Wars Fans as well as existing LEGO customers. The promotion had to capture the huge fascination of the Star Wars universe, selling LEGO Star Wars sets in the most playful way – while at the same time showcasing the innovative nature of LEGO. Creative Execution By opening up sound as a completely new creative aspect of LEGO, we fascinated the LEGO fans, involving them personally and giving them the chance to do something never done before: play music with LEGO. Since music is also an essential part of the Star Wars fascination, using the movie’s main theme was a perfect way to appeal to Star Wars fans and inspire their imagination, creating the Star Wars universe in their minds. Describe the creative solution to the brief/objective. Star Wars Episode I came to the cinema for the first time in 3D. We also entered a new dimension – by letting LEGO bricks play music, through a gigantic barrel organ, entirely made from LEGO Star Wars. Over 20,000 bricks were arranged in such a way that they played the Star Wars main theme. Around the movie premiere, fans could play the organ in cinemas all over Germany. Via QR Code, the built sets could be instantly ordered online. In addition, on a microsite, fans from all over the world could experience the organ and pick their favorite LEGO sets. Describe the results in as much detail as possible. At the first weekend about 60,000 people in cinemas were fascinated by the organ. Major cultural blogs from all over the world (e.g. wired.com, huffingtonpost.com, engadget.com) reported about the organ, exciting the global Star Wars community as well as millions of other readers and leading all of them to the microsite. In one weekend we gained more than 250,000 views on YouTube. During the time of the promotion, 5 of the sets from the organ landed among the top 20 best selling toys in Germany – making Star Wars the best selling LEGO segment.
Describe the brief from the client The association Austria Solar stands for all the important solar energy providers from Austria and was seeking to reach out to opinion-leaders in the political and economical field. So we were asked to develop a remarkable medium, which portrayed Austria Solar as a consistently innovative inter-trade organisation of the Austrian solar industry. The annual report was – apart from association members – primarily addressed to opinion-leaders in economical and political fields. Creative Execution Since solar energy is the main business of our client Austria Solar, we thought about how we could put this energy to paper. By creating an annual report that is only readable under UV exposure, we impressively demonstrated the sun’s and Austria Solar’s power to the target audience. Describe the creative solution to the brief/objective. We had to demonstrate both the sun’s and the association’s innovative power. We impressively did this by developing the first annual report powered by the sun. Its content remains invisible until sunlight falls on its pages. The report was met with great response not only in Austria but worldwide. Describe the results in as much detail as possible. The report was so well received that we had to have it reprinted. We received more than 400 requests from all over the world, e.g. Ernst & Young, the Austrian office of the Federal Chancellor, the TED conference, Greenpeace to name a few. As an additional result, the printing company Mory & Meier has ever since been overwhelmed with orders.
Problem: Department store Ludwig Beck is the first address for exclusive fashion in Munich. But hardly anyone knows that they have a well sorted music department. Insight: While physical album sales at Ludwig Beck continue to decline, music is mainly consumed in digital playlists. Algorithms determine the next track. The album as a complete piece of art has lost its relevance. The album artwork has dwindled down to a mere fashion item. Band t-shirts are the best proof for that. They used to be an expression of true fandom, but today, hardly anyone knows the music behind them. Idea: Under the motto “not just fashion, but music” we invited young people to our music department to discover the albums behind the shirts on the occasion of our 30th anniversary. Results: Not only did the campaign generate a 47% increase in followers on social media, it also had a huge impact on the department store. People stormed the music department, discussed music and cover art – but most importantly –record sales increased by 58%.