Results and Effectiveness: The surprise encounter with the altered paintings left a lasting impression on most visitors: some of them were truly shocked. Several local and national newspapers even ran articles about the campaign. Subsequently, the traffic on ANADs website increased by 16 %. And ANAD received some remarkably high donations. Creative Execution: The media idea: We reach out to an audience that expects to see depictions of beauty. We show them that beauty ideals have changed. Drastically. So we painted three classic masterpieces for a second time, just slightly altered. And displayed the new paintings in renowned museums. Right between other masterpieces. Right where visitors would expect to find beauty. Insights, Strategy and the Idea: ANAD is a pro bono organisation. Its aim is to educate the public about the dangers of eating disorders. The problem is: the public knows about anorexia, but does not regard it as a serious, potentially fatal disease. Because the fashion industry still employs abnormally thin models. So no wonder that the beauty ideal of the 21st Century seems to be: the thinner, the better. Thats why some 500,000 young girls are currently starving themselves to death.
Type of Entry: Product & Service Category: Charities, Public Health & Safety, Public Awareness Messages Title: CONTEMPORARY BEAUTY IDEAL Advertiser/Client: ANAD (NATIONAL ASSOCIATION OF ANOREXIA NERVOSA AND ASSOCIATED) Product/Service: EATING DISORDER AWARENESS Entrant Company: OGILVY FRANKFURT, GERMANY Advertising Agency: OGILVY FRANKFURT, GERMANY Creative Credits Name Company Position Dr. Stephan Vogel Ogilvy Frankfurt Executive Creative Director/CD Christian Mommertz Ogilvy Frankfurt Executive Creative Director/CD/Copywriter Sabina Hesse Ogilvy Frankfurt Art Director/Copywriter Albert S. Chan Ogilvy Frankfurt Art Director/Copywriter Remus Grecu Painter Jo Bacherl Ogilvy Frankfurt Photographer Valerie Opitz Ogilvy Frankfurt Art Buying Veronika Sikvolgyi Ogilvy Frankfurt Account Management Claudia Engel Anad Advertiser's Supervisorvia www.coloribus.com