Describe the brief from the client: Gothenburg Homeless Aid is a charity organisation that helps the homeless, substance abusers and other vulnerable people. Most of us are a bit more generous around Christmas and tend to give more to those less fortunate than ourselves. Thats why Christmas is a very important time for the Gothenburg Homeless Aid, and a large proportion of the entire years funding is collected. This is why, every Christmas, Gothenburg Homeless Aid sends letters to everyone who has previously donated money. Creative Execution: To illustrate just how tough even a single night in the streets can be, we let the envelope spend a night outside, so when the envelope reached the recipient it was rather scuffed. A few hours in the rain without shelter will do that to you, man or envelope. Describe the creative solution to the brief/objective. While its hard enough to get people's attention with direct mail its even harder around Christmas. How can we make a regular letter stand out in the avalanche of Christmas cards, advertisements and junk post? And how can we make the envelope itself become the carrier of our message? Well, before we posted it, we let it spend a night in the streets. Describe the results in as much detail as possible. The letter was sent to 1,500 households in Gothenburg (taking into account their age and annual income) just before and after Christmas. In total, 22% of the recipients donated an average of just over 29 Euros (to be compared to last year's results when 15% of the recipients donated an average of 21 Euros). The Christmas campaign as a whole raised 163,000 Euros - an all time high. Not bad for a city with scarcely half a million people. The campaign was the most successful ever for Gothenburg Homeless Aid.
Type of Entry: Use of Media Category: Flat Mailing Title: THE HOMELESS LETTER Advertiser/Client: GOTHENBURG HOMELESS AID Product/Service: HOMELESS CHARITY Entrant Company: GOSS Gothenburg, SWEDEN DM/Advertising Agency: GOSS Gothenburg, SWEDEN Creative Credits Name Company Position Gunnar Skarland Goss Art Director Elisabeth Berlander Goss Copywriter Monica N Persson Goss Account Manager Mimmi Andersson Goss Art Director Johan Good Goss Account Supervisor Louise Christiansson Goss Graphic Designer Elin Andreasson Goss Production Designer Lena Bjund Henriksson Goss Production Designer Fredrik Toreskog Goss Account Supervisor Stig Lundstedt Goss Account Supervisor Albin Larsson Goss Art Director Jan Eneroth Goss Art Director Mattias Frendberg Goss Art Director Micke Schultz Goss Copywriter Ulrika Good Goss Copywriter Lena Kling Goss Account Manager Robert German Goss Digital Director Anna Troglin Goss Account Manager Anna Kling Hult Goss Traffic Lena Ekdahl Goss Economicsvia www.coloribus.com