The Baptism Letter
Frankfurt Protestant Church
Issue 6 | July 2008
Agency
OgilvyOne Frankfurt
Creative Team
Michael Koch - Creative Director;Thomas Knopp - Art Director;Markus Töpper - Copywriter
Production Team
Andrea Martinis - Production Manager
Other Credits
Sophia Berhe - Account Manager;Gunnar Schlau - Art Buying;Alexander Pfaff - Final Artwork
Date
November 2007
Background
5,000 families belonging to the Frankfurt Protestant community have children under the age of 12 who have not yet been baptised. The reasons for this are very diverse. The challenge was to get these young and adult family members to think about baptism, and to do it in a way that would make them curious and serve as an invitation to dialogue.
Idea
The solution was a letter made from special paper. As soon as the paper is submerged in water, the message appears. The act of baptism and the metamorphosis enacted by water thus become tangible for parents and children alike in an effortless, playful way.
Results
The Baptism Letter has become a talking point, leading to controversial discussions within the community as well as across all church bodies.
Target Audience
Families belonging to the Frankfurt Protestant community that have children under the age of 12 who have not yet been baptised.
Size
5,000 mailings
Our Thoughts
How do you dramatise the transforming effect of immersion in water? Take a blank piece of paper and have the wording appear once water has been applied. It's so simple, but that's what makes it such an excellent idea. The mailing also benefits from the fact that the copywriter seems to be a Churchgoer first and a marketer second - i.e. they believe in the message they're delivering. Such enthusiasm is always useful. SH