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28.11.2012

 

Saatchi & Saatchi Zurich goes social with SWISSCOM Mobile Aid – children’s smiles from old mobile phones and the UNICEF campaign ‘Stop Violence towards Girls’

CREDITS / DETAILS

Saatchi & Saatchi for UNICEF Initiative "Stopp Gewalt an Mädchen"

Director: Marco Grob
Client: UNICEF Elsbeth Müller (CEO), Elisabeth Karagiannis (Information)
Advertising Agency: Saatchi & Saatchi Zurich
Creative Director: Juerg Aemmer
Art Director: Frédéric Nogier, Justin Pettit
Planner: Sonia Ducu, Stephanie Weber
Copywriter: Felix Freese, Till Wembacher
Post Production: Süsstrunk & Jericke
Sound Design: Hastings
Photographer: Marco Grob

GoSee was on a flying visit to Saatchi & Saatchi Zurich. The creatives have caused quite a stir in Switzerland with two social campaigns. GoSee is pleased to present both projects for SWISSCOM and UNICEF.

According to Swisscom eight million old mobile phones are lying around not being used in Switzerland, so they have put a call out for people to hand in their old phones into a Swisscom Shop. Old phones will be reconditioned and broken ones recycled. Working phones will be sold on the international second hand market.

Artist Jan Reymond used a part of the unwanted mobiles in an installation for SWISSCOM Mobile Aid and Saatchi & Saatchi Switzerland. He used 8,000 old phones to create the image of a smiling child at the Umweltarena in Spreitenbach.

Art Buyer Julia Kallmeyer tells GoSee ‘the old phones were separated by colour, so that the child’s smile could be created in several days work. Our team helped out in the realisation of course.’

The artwork symbolises 1,000 children in an SOS kids village in Ethiopia where all proceeds from the event will be donated. The campaign is on air until 30 November on all channels. The proceeds will provide 1,000 children with an education at an SOS Kids Village School in Ethiopia. When Switzerland collects 100,000 old phones, Swisscom will donate the extra half a million Francs needed.

Juerg Ammer was the creative director of the campaign and we also met him in his office. The charming CD was also in charge of the creation of a new campaign for kids’ charity UNICEF aimed at raising awareness of violence towards girls.

Impressive visuals and spots were used to raise awareness of the sensitive subject and to draw attention to the unspeakable without using shock tactics.

The campaign idea, photographed and filmed by Marco Grob, will be used in print, poster, online and TV advertising in Switzerland. The campaign is also positioned in a central point at Zurich Central Station.

Juerg Ammer elaborates ‘we researched the true stories with UNICEF. We also felt it was important to include European stories. So that no one can say this problem is far away, it has nothing to do with me, that is only a problem for ‘other’ people. All stories remain anonymous, but they are real. This enables the subject to be presented in a creative light, without losing any of its authenticity’.

‘Of course we sent a letter to the parents and guaranteed that Saatchi & Saatchi will act responsibly and prevent any misuse of the images. The photos are very personal, and partly very blatant. We had to calm parents of any fears or worries they had.’

Saatchi & Saatchi Zurich

Saatchi & Saatchi Zurich

SWISSCOM MOBILE AID

SWISSCOM MOBILE AID

Saatchi & Saatchi Zurich : Juerg Aemmer (CD)

Saatchi & Saatchi Zurich : Juerg Aemmer (CD)

Saatchi & Saatchi for MANOR

Saatchi & Saatchi for MANOR

Saatchi & Saatchi Zurich

Saatchi & Saatchi Zurich