Days of Hope
Charity for homeless people
Issue 26 | March 2013
Agency
Saatchi & Saatchi Berlin, Romania, Russia and Serbia
Creative Team
Saatchi & Saatchi Berlin Executive Creative Director: Oliver Kapusta Copywriter: Kathrin Schaller Art Director: Christopher Jones Management Supervisor: Anke Schrot CEO: Michael Samak
Production Team
Saatchi & Saatchi Romania Executive Creative Director: Johan H Ohlson Creative Group Heads: Laura Lane, Marius Tianu, Catalin Rulea Managing Director PR: Larisa Petrini Business Unit Director PR: Ramona Dumitru Corporate Communications Officer: Antonia Tucheac Zenith Media, Head of Newscast: Camelia Balinca
Date
January 2013
Background
Originating from Saatchi & Saatchi Berlin, the Saatchi & Saatchi network collaborated to make this campaign happen across several countries in Europe, partnering with the relevant charity for the homeless in each and involving local TV stations.
The execution shown here ran in Romania but the idea also rolled out across Russia, Switzerland, Serbia and Germany, where the agency partnered with Diakonie Frankfurt and partners.
In Romania, the charity Samusocial was supported by Prima TV.
Idea
In January, when the weather can be severe across much of Europe, conditions were particularly difficult for the homeless. To raise awareness of their plight and to invite donations, real people living on the streets were invited in to the TV studios to present the weather in place of the regular weather-readers.
This allowed viewers to get a glimpse into the lives of the homeless and both empathise and contribute.
Results
Not known as the campaign is still running.
Our Thoughts
This was a late entry to Directory and wasn’t included in the original selection. We had to ‘bump’ a thoroughly deserving case out of the magazine to incorporate it but we felt we had to because this is such a strong idea. None of us could get it out of our heads. The shabbiness of the news-reader against the graphics of snow and rain tells its own story. It is unexpected and shocking.
Bravo to Prima TV for allowing this takeover of their programming.