Support since 2010 by:
Distribution area of the campaign: Austria
Initial situation
Pandemic, Ukraine conflict and again and again the lack of cohesion in society is a topic. That’s why the Oberösterreichische Nachrichten have conceived a new readkation series that is all about togetherness – and we were allowed to develop a campaign for it.
Strategy
The campaign runs under the slogan, “Together we can do great things.” To show this, we tell the story of a father who wants a positive sign for his daughter in these bleak times. He wants to plant a giant smiley made of flowers for her. The work is more strenuous than he thought – but with the help of his daughter, he can do it. As the smiley blossoms, it brings joy to many more people from afar.
Implementation
By the way, the flower meadow also exists in real. Around 10,000 pansies are planted on a meadow below the Pöstlingberg and smile from there at the Upper Austrians. In addition to this guerrilla action and the 35-second TV spot, we implemented the following advertising media: CityLights, posters, format blasting on the West Bridge (incl. teaser and resolution), online ads, radio and print.
HF spot 20 sec “OÖN Togetherness
To promote KinderNachrichten, the child-friendly newspaper of the Oberösterreichische Nachrichten, there is a special tag-on on TV and a Kressesackchen as a newspaper insert, which children can use to put their own smiley face at home.