Cannes Lions

DIAKONIE HOMELESS CHARITY

SAATCHI & SAATCHI, Frankfurt / DIAKONISCHES WERK FRANKFURT / 2008

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Overview

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Credits

Overview

Execution

The aim of the creative execution was to reproduce this feeling of homelessness for the general public. As such we produced a series of durable stickers that looked just like normal keyholes. Except for the fact that there was no hole for the key.

As people returned from work and pulled their keys out, they found there was nowhere to put them. They were locked out on the streets. A small tab was attached to the sticker, so after a closer look, the viewer could pull it off and reveal a message as to the everyday horrors homeless people face.

Outcome

Diakonie experienced a huge number of hits to their website over the next few days. Around 40,000 euros in donations were received, with the action receiving coverage from local radio stations. It cost roughly 2,000 euros to produce 10,000 double-sided stickers and post them around the suburbs of Frankfurt.

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