The task was to raise money for the homeless charity “fiftyfifty” in the city of Düsseldorf while keeping expenses as low as possible.

Our idea was to “hijack” the German billboard award “Best 18/1”, and "steal" the prize money to give it to homeless people. This award pays 50,000 euros directly to the advertising creatives whose entry wins a public vote.

In order to be successful we entered a very minimalistic billboard which just said that we would donate the prize money instead of giving it to well-fed agency people.

We needed to spread the message through online PR to mobilise potential campaign ambassadors and multiply voters. We especially targeted journalists, institutions and other people who are normally not interested in advertising awards and would not judge the quality of the poster but the good cause.

Our billboard collected 45% of all votes and won the contest. The homeless charity “fiftyfifty” was happy to receive 50,000 euros to finish two new homes for up to 40 homeless people. In addition to the prize money, “fiftyfifty” gained nationwide attention and publicity for their cause. Our total investment: 0 euros.

To take part in the campaign and support the good cause, people did not have to spend money, they only had to register and vote online for our special billboard. The campaign made people feel like Robin Hood, taking money away from the haves and giving it to the have-nots, which created a strong bond and encouraged them to share the campaign in social networks.

Our billboard collected 45% of all votes and won the contest. The homeless charity 'fiftyfifty' was happy to receive 50,000 euros to finish 2 new homes for up to 40 homeless people. In addition to the prize money, 'fiftyfifty' gained nationwide attention and publicity for its cause. Our total investment: 0 euros.