German Foundation for Monument Protection.

Germany's historical monuments can only be saved from disrepair at great cost. For this, the German Foundation for Monument Protection urgently needs donations. The challenge: In the first place, people need to be made aware of this, and then of course, they should donate money. They let those bag for donations who are most directly suffering from the disrepair of historical monuments: those sculptures that are an integral part of the respective historical buildings. Replicas were made from the original sculptures. These sculptures were placed in subway stations and pedestrian underpasses, begging for "their" historical monuments. Preferably in the direct vicinity of those historical buildings for which they are collecting their donations. Throughout the time of the promotion, the German Foundation for Monument protection registered 40% increase in donations. Bronze Direct Lions Winner.

Agency: Ogilvy Frankfurt, Germany.