Agency for branding, advertising and design | evoq Zurich Cologne
Cross-media fundraising campaign for Sozialwerk Pfarrer Sieber
Strolling through the streets of Zurich in the run-up to Christmas presents an idyllic picture: the magic of lights, the scent of chestnuts, the dance of snowflakes. The visible tragedies have largely disappeared from the cityscape. And what you don't see doesn't exist.
Invisibility as a tragic fate
The winter campaign stages the invisibility of the homeless with camouflage images and shows homelessness exactly where it happens. In the midst of us. The fact is underpinned by the personal fates of those affected, who suffer not only from the cold, wet and hunger, but above all from invisibility.
Direct mailing as central fundraising measure
To kick off the cross-media campaign, a personally addressed mailing is sent to potential donors. Invisibility is already addressed on the envelopes and ensures the desired attention in the daily flood of direct mail. In addition, advertisements, newspaper and magazine inserts as well as posters are placed, which are extended online with videos, banners and infotainment posts.
Spotlight on the scene of the action
An eye-catching guerrilla campaign has been set up to counteract the invisibility of the event. Sieber employees dressed in black mingle with the people in pre-Christmas Zurich and draw attention with their large yellow spotlights to what otherwise remains invisible. Loneliness, need, appreciation. The reaction does not take long to arrive and passers-by quickly gather around the spotlights.
