Tim Theobald Horizont
The Goodwins has a new client to announce: the creative agency specializing in sustainability advertising has won the account for a long-term brand campaign for SOS-Kinderdörfer.
The stated goal of the collaboration between the agency and the children's rights organization, which is active in more than 130 countries, is to gain more supporters for the mission of enabling children, young people, and families in need to have a self-determined future. To this end, the first joint campaign highlights the various areas of work carried out by SOS-Kinderdörfer: these include emergency aid in cases of war and disaster, educational opportunities, and the promotion of equality for all children around the world. The decision in favor of The Goodwins was made after a pitch.
An important strategic approach of the campaign is to give the SOS-Kinderdörfer brand a clearer profile worldwide and to give the term “village” a new meaning. This communicative approach is summed up in the message “It takes a whole village to raise a child.” By this, the NGO does not mean a single SOS-Kinderdorf, but rather the “global village” as a worldwide network of supporters and donors. This is illustrated in the campaign by a large number of supporters from all over the world, who are integrated into existing images of children's villages around the globe with colorful illustrations.
“Thanks to our collaboration with The Goodwins, we are taking a big step forward in communicating our brand essence and the global work of SOS-Kinderdörfer in an emotional yet concise way,” says Barbara Blaser, Head of Marketing & Communication at SOS-Kinderdörfer. “Our goal is to inspire even more people to support our important global mission in the coming years.”
Tim Stübane, co-founder and creative partner at The Goodwins, adds: “No child in this world should have to grow up without a family. That's why it's so important to me and the entire team at The Goodwins to raise the profile of SOS-Kinderdörfer worldwide, appeal to new and younger audiences, and support them in their important work.”
The client and agency hired Munich-based illustrator Viola Konrad to create the illustrations. The campaign film, which combines animations with live-action scenes, was produced in collaboration with Bitteschön TV. The accompanying refreshed brand design for SOS Children's Villages was developed by Zeichen & Wunder. The new look can be seen on social media, digital channels, in (D)OOH, and in print media.