An anniversary campaign for hearts and hands

SERVICES

Creative Concept

Packaging Design

Product Development

Campaign Development

Content Creation

TEAM

Anna Benda
‍Creative Director

Raphael Berthold
‍Art Director

Victoria Kozich‍
‍Art Director

Andreas Obenaus
‍‍Creative Concepter & Copywriter

Paula Perle
‍‍Account Manager

FORAFILM

Flohner Fotografie

For 150 years, the Haus der Barmherzigkeit has been offering long-term care and quality of life to people with severe illnesses. With a bold campaign, we not only wanted to focus on the anniversary, but also set the course for a successful future. To this end, we have created a strong partnership that has resulted in a wonderful product, but also a completely new donation mechanism. Haus der Barmherzigkeit meets Saint Charles. Fittingly for this “Collab of Hearts”, the residents of HB are the stars of our campaign.

Challenge

A completely new approach was needed to appeal to younger donors

In long-term nursing and care, only a few costs are covered by the state. This also applies to the Haus der Barmherzigkeit. In addition, the average donor to the organisation is 72 years old. Although there is a great need to address new target groups, most donation campaigns do not reach younger people. Emotional images and pathos - the predominant communication in the care sector - do not resonate with the young target group.

We targeted this problem for the pitch for the 150th anniversary. Our aim was to present more than just a campaign idea and to create sustainable added value for the Haus der Barmherzigkeit for decades to come.

TON EINSCHALTEN

Erneut Abspielen

Preview image of the Haus der Barmherzigkeit's anniversary campaign spot, realized by the full-service agency Achtzehn Grad

Collage of square campaign images against a dark blue background: shows, among other things, a senior lady on the phone, a young man in a wheelchair, a senior couple celebrating with confetti, a close-up of the hand soap "Herzi and Karl" with blood orange and spices, as well as a plant shot. All photos illustrate different residents and the anniversary of the Haus der Barmherzigkeit in cooperation with Saint Charles, realized by the lead agency Achtzehn Grad from Vienna.

Approach

One hand washes the other: A pitch that breaks with conventions and gives back to the donors

Together with the Haus der Barmherzigkeit, we have already shown that we don't think much of the pity approach. To change the common narrative in the care sector, we pitched something very special for their 150th anniversary: a new donation mechanism, a bold campaign with a lot of joie de vivre and a partnership for the future - between the Haus der Barmherzigkeit and Saint Charles. A collab that has resulted in something wonderful.

Learn more about our "Pfeif drauf" campaign

gewista street billboard in Vienna: In the center a cheerful senior citizen in a purple outfit on a light blue background, next to her a hand holds the anniversary hand soap “Herzi und Karl”. Text: “For body and karma - every purchase donates!” Below it, logos of Haus der Barmherzigkeit (150 years) and Saint Charles Apothecary. Traffic and graffiti at the bottom of the picture suggest an urban context.

Anniversary campaign for the Haus der Barmherzigkeit, realized by the lead agency Achtzehn Grad from Vienna.

RESULT

“Herzi und Karl” – for Body and Bliss

Together with the Haus der Barmherzigkeit and Saint Charles, we have created a product that captures the essence of care as it is practiced at the HB. Familiarity, warmth, freshness and joie de vivre - packaged in a hand soap that is now available to buy online and in selected Saint Charles stores. But that's not all. With every hand soap sold, Saint Charles donates € 7 to the Haus der Barmherzigkeit. In this way, we have created a new donation mechanism with which people can not only show their heart for care, but also take care of themselves at the same time.

Go to website

Die Zusammenarbeit mit Achtzehn⬤Grad beeindruckt besonders durch Eigeninitiative und ein ausgezeichnetes Verständnis für die Marke. Mit einer Kampagne zum Ziel, BYD am österreichischen Markt zu etablieren und voranzubringen, haben sie uns auf ganzer Linie begeistert. Der Auftritt hebt sich deutlich ab und setzt – wie wir – neue Maßstäbe.

Rene Petzner

Head of Marketing, BYD Austria

“For us, attitude begins with our daily actions. For the 150th anniversary of the Haus der Barmherzigkeit, it was important to us to work together to create a product that brings joy - in more ways than one. With the “Herzi und Karl” soap, we invite you to actively support the valuable work in the houses with every purchase!“

Richard König

CEO, Saint Charles Organics GmbH

Campaign

A refreshing look for an honest campaign

With “Herzi und Karl”, we not only wanted to change the way people donate to the Haus der Barmherzigkeit, we also wanted to make a statement. Lights, camera, action – here comes the anniversary campaign. Starring a new look, refreshingly honest advertising and of course the stars of our campaign: the residents from the various HB houses. No cast testimonials, no pathos. We show quality of life, pride and self-determination - qualities that are lived at the Haus der Barmherzigkeit.

Screenshot of the Webflow landing page for the Haus der Barmherzigkeit anniversary campaign, implemented by the lead agency Achtzehn Grad from Vienna: White background with blue text "Cares for body and karma". Below this, product image of the hand soap "Herzi und Karl", on the right price (€ 24.80) and note "€ 7 of the purchase price will be donated". Testimonials with photos of residents below, accompanied by texts praising the fragrance and effect of the anniversary hand soap. Haus der Barmherzigkeit and Saint Charles logos at the bottom.

Rene Petzner

Head of Marketing, BYD Austria

“What characterises the Haus der Barmherzigkeit as a pioneer in long-term care is its high level of professionalism, pioneering spirit and consistent focus on people. We are delighted to be able to publicise this claim in a completely new way with the innovative cooperation “Herzi und Karl” and the anniversary campaign.“

Maria Hämmerle

Communications & Fundraising Lead, Haus der Barmherzigkeit

Social media post mockup with purple frame and icons (heart, magnifying glass, bookmark): On the left an elderly lady in purple clothing sits on a light blue background, on the right a hand holds the anniversary hand soap “Herzi and Karl” from Haus der Barmherzigkeit x Saint Charles, text at the top: “For body and karma”, on the right red circle “Every purchase donates!”.

Anniversary campaign for the Haus der Barmherzigkeit, realized by the lead agency Achtzehn Grad from Vienna.

Social media post mockup with purple frame and icons: On the left, an elderly gentleman in a pastel green suit on a pink background holding a sliced blood orange to his eye, on the right in the foreground a hand presenting the hand soap "Herzi und Karl". Above text "From the hand to the heart", red circle "Every purchase donates!", below logos of Haus der Barmherzigkeit (150 years) and Saint Charles.

Anniversary campaign for Haus der Barmherzigkeit, realized by the lead agency Achtzehn Grad from Vienna.

Social media post mock-up with purple frame and icons: On the left, a young man in a wheelchair in a pastel-colored sweater on a turquoise-blue background, surrounded by soap bubbles, on the right in the foreground the hand soap “Herzi and Karl”. Text “Soft hands, warm heart” at the top, red circle “Every purchase donates!”, Haus der Barmherzigkeit (150 years) and Saint Charles logos at the bottom.

Anniversary campaign for the Haus der Barmherzigkeit, realized by the lead agency Achtzehn Grad from Vienna.

Single-color light purple background as the basis for social media and marquee layouts for Haus der Barmherzigkeit x Saint Charles anniversary campaign, implemented by the lead agency Achtzehn Grad from Vienna.

Rene Petzner

Head of Marketing, BYD Austria

Rene Petzner

Head of Marketing, BYD Austria

City light poster at one of Vienna's Opera streetcar stops to mark the Haus der Barmherzigkeit's anniversary campaign, implemented by lead agency Achtzehn Grad from Vienna: a cheerful senior citizen in pink clothing sits on a purple background with a book on her lap. On the right in the foreground, a hand holds the anniversary hand soap “Herzi und Karl”. At the top is the large slogan “Velvet hands with donation”, below it the note “Every purchase donates!” with QR code. Logos of Haus der Barmherzigkeit (150 years) and Saint Charles at the bottom. Vienna State Opera and passing streetcar in the background.

An anniversary campaign for hearts and hands

A donation campaign at eye level

With Intuition Toward Brand Strategy