McCann Erickson for Terre des hommes: No fairy tale
The McCann Erickson Zurich agency has developed a campaign for the children's charity Terre des hommes based on the stories of the Brothers Grimm. The visuals depict scenes from well-known fairy tales, albeit in a modified form.
The McCann Erickson Zurich agency has developed a campaign for the children’s aid organization Terre des hommes featuring three themes inspired by the stories of the Brothers Grimm. They convey the message that the suffering of children in the Third World is no fairy tale. The campaign aims to help recruit sponsors whose donations will lift street children out of poverty and support projects combating child labor and child trafficking.
The images depict scenes from well-known fairy tales, albeit in a modified form. For example, a dark-skinned Cinderella is shown toiling away at household chores. The caption reads: «And if she didn’t die of exhaustion, she’s still being enslaved today.».
Alongside the print campaign, a themed microsite was created where prospective sponsors can learn more about Terre des hommes’ projects and sign up to become sponsors.
Contact at Terre des hommes:
Chantal Hodler and Andreas Herbst. McCann Erickson team: Peter Rettinghausen, Brigit Bauer (Creative Director), Peter Rettinghausen (Copywriter), Brigit Bauer (Art Director), Susanne Jungbluth (Group Account Director), Luzia Zurfluh (Junior Account Executive). Internet: Netvertising.
The images depict scenes from well-known fairy tales, albeit in a modified form. For example, a dark-skinned Cinderella is shown toiling away at household chores. The caption reads: «And if she didn’t die of exhaustion, she’s still being enslaved today.».
Alongside the print campaign, a themed microsite was created where prospective sponsors can learn more about Terre des hommes’ projects and sign up to become sponsors.
Contact at Terre des hommes:
Chantal Hodler and Andreas Herbst. McCann Erickson team: Peter Rettinghausen, Brigit Bauer (Creative Director), Peter Rettinghausen (Copywriter), Brigit Bauer (Art Director), Susanne Jungbluth (Group Account Director), Luzia Zurfluh (Junior Account Executive). Internet: Netvertising.
