(movie) TROJAN BOTTLES

Credits & Description:

Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser: FRANKFURTER TAFEL
Product/Service: FOOD BANK
Agency: LEO BURNETT Frankfurt, GERMANY
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett)
Senior Copywriter: Florian Kroeber (Leo Burnett)
Senior Art Director: Claudia Boeckler (Leo Burnett)
Head Of PR: Katrin Kester (Leo Burnett)
Chief Creative Officer: Andreas Pauli (Leo Burnett)
Producer: Gabi Sanchez-Palacio (Leo Burnett)
President: Dieter Freitag (Frankfurter Tafel)
Executive Vice President: Edith Kleber (Frankfurter Tafel)
Results and Effectiveness:
Half a million people in Germany are already being provided with the most basic necessities by the Food Banks. Thanks to the "message in a bottle" campaign, there will be even more in the future.
The response: Many reports on local and regional TV channels, radio, online and in the printed press.
The results: A wide public awareness of the “message in a bottle” campaign and a Food Bank that is now able to help even more people in need.
And this simple ambient media idea didn't cost a single cent!
Creative Execution:
Conventional advertising is out of place here. This is why the Frankfurt Food Bank uses deposit bottle collection to convey its message. Throughout the city, it distributes specially prepared bottles, which at first glance look like real deposit bottles.
Anyone who pulls out one of these “messages in a bottle” and looks closer will see that one can receive a food bag in exchange for the bottle from any of the numerous Food Bank distribution centres in Frankfurt.
The German name for the Food Bank is “Tafel”. All bottles are labelled “Tafelwasser” which means “table water” as well as “water from the Food Bank”.
Insights, Strategy and the Idea:
More than 500,000 people in Germany are living below the poverty line – and that number is rising.
Many of them are too embarrassed to claim benefits or simply don’t know how to go about it. So instead, they gather a little money to cover their most urgent needs by collecting empty bottles with refundable deposits that have been carelessly thrown away.
How can we approach these people in need and make them aware of the help offered by the Frankfurt Food Bank without offending their pride and their human dignity?