Cannes Lions

A SMALL HEAVEN

WALKER, Zurich / MISSION 21 / 2015

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

20'000 Swiss individuals received a hardcover novel with their name as the author. But the story would suddenly stop on page 20, leaving only blank pages. After their online donation the reader became an active part of the story themselves.

Execution

1. The hardcover book "A Small Heaven" was send as a personal direct mailer to 20'000 individuals by mail, naming each one of them as the author of the book.

2. On page 20 the story abruptly stopes, leaving only blank pages. The reader was then invited to donate money either online or offline. Microsite: http://www.mission-21.org/karim/

3. After payment the reader got the second half of the story as a eBook (pdf per eMail or trough HTML). The reader now becomes an named character within Karims life and plays an active part towards the happy ending of the story.

The story algorithm was generated according to the donors name, sex and donation. Example: http://www.mission-21.org/karim/buch/M/Philip/Thomas

4. Offline donors where send the second chapter of A Small Heaven as a paperback book.

Outcome

The book created more then wide spread positive reactions. Thanks to the donations of it's readers a new school in South Sudan can open it's doors in 2015. Helping more than hundred children to get access to education and a better future.

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