A donation campaign at eye level
Creative concept
Interaction concept
Development
User Interface Design
Content Creation
Anna Benda
Creative Director
Raphael Berthold
Art Director
Paul Chiwona
Creative Concepter & Copywriter
Nikolaus Gessner
Creative Concepter & Copywriter
Paula Perle
Account Manager
Tanja Keglić
Performance Marketing Manager
Sarah König
Motion Designer
The campaign under the claim “Wir pfeifen auf euer Mitleid!” puts the residents, their lives, wishes, and emotions at the center. It highlights why they reject pity – but not compassion. To authentically convey this insight, the residents themselves stepped in front of the camera.
A donation campaign that stands out — through respect, not pity.
One of the challenges was to find a tone and visual style that would make Haus der Barmherzigkeit appealing to a younger audience. Another must for us: working with the residents and clients of the house themselves. We needed an idea that would meet our quality standards (proving that it's possible without pulling at the heartstrings) and that could be realized on-site in one of the facilities — with elderly people in need of care and people with disabilities.
Those who pity people in need of care deny them the possibility of an equal and fulfilling life. We don't want that pity.
Elderly people, people in need of care and people with disabilities are constantly confronted with pity - which always has a bitter aftertaste for those affected. That's why we don't want to hear statements like “Oh dear, how poor” or “That's no life”. With the help of artificial intelligence, various expressions of sympathy were translated into sounds and finally brought together by sound designer and composer Mauricio Duda to create the musical theme that forms the heart of the campaign. Whistling is an expression of joy: we whistle when we feel the joy of life. By whistling, we want to take the heaviness out of pity and the wind out of the sails of statements.
In addition to an online documentary, the campaign also included TVC, cinema, OOH, DOOH, radio, Spotify, social media, YouTube and a campaign landing page.
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All services were provided free of charge, from strategy and conception to the production of advertising material. We are very proud that we were able to convince MXR Productions and Cosmix Studios of our idea and win them over for the implementation - also pro bono.
