Cannes Lions
OGILVY GERMANY, Dusseldorf / FRANCISCAN GERMANY / 2013
Awards:
Overview
Entries
Credits
Description
It’s a typical day of a typical homeless. We accompany an old man, who’s living on the streets, trying to survive the cold, the fear, the hunger. We watch him and his little surviving strategies, like building a new cigarette out of little rests he finds on the street, preparing a sign, begging, using a supermarket card, collecting deposit bottles, hiding his little belongings in an ambush.
At night, when he’s preparing his “bed” out of old newspapers and a sleeping bag, he suddenly enters his “bedroom” under a bridge through a heavily guilded frame. He lays down to sleep, looking like an old sad painting in a museum.
Execution
For our project we didn’t seek out actors, or "real" people tofeign authenticity, but rather people in genuine need; someone who himself has stood in the Franciscan lunch line to receive a free meal. So that’s where we went—to the people who needhelp every day in order to survive in one of Germany’s richest cities—Duesseldorf. We found Helmut quickly. He is the archetypal homeless man, sporting the last remnants of a goldtooth and his face contains a lifetime of stories. He agreed to support this good cause and to return a bit of the help to those who help him every day: the Franciscans.
Outcome
We called the attention of 40,000 people and that were on the streets that night and the attention of the press, that talked about our exhibition via web, newspaper and TV. That’s how we made the effect of the exhibition even longer than just one night, because the reports lead to our donation microsite. With the donations we generated, the warm meals for thousands of homeless people are granted for the whole next year.
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