WORK FOR GOOD CUT - DIGITAL
SINGLE (2024)
WORK FOR GOOD CUT - DIGITAL (SINGLE)
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MP4
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THE RISE - growney
sustainable ETFs
Shortlist
| Title: | THE RISE |
|---|---|
| Brand: | growney |
| Product/Service: | sustainable ETFs |
| Client: | growney |
| Entrant Company: | Philipp und Keuntje |
| Agency: | Philipp und Keuntje |
| Production Company: | PuK Film |
| Creative Director: | Nicolas Klein, Jonas Keller |
| Release Date: | 2022-12-06 |
| Individual Credits: | Chief Creative Officer: Diether Kerner - fischerAppelt |
| Individual Credits: | Chief Creative Officer: Robert Müller - Philipp und Keuntje |
| Individual Credits: | Copywriter: Gerrit Zell - Philipp und Keuntje |
| Individual Credits: | Account Manager: Nina Wulf - Philipp und Keuntje |
| Individual Credits: | Copywriter: Carolin Kolbinger - Philipp und Keuntje |
| Individual Credits: | Art Director: Laura Peter - Philipp und Keuntje |
| Individual Credits: | Art Director: Kalle Kruse - Philipp und Keuntje |
| Individual Credits: | Art Director: Josef Janacz - Philipp und Keuntje |
| Individual Credits: | Account Director: Isabell Contreras Morales - Fork Unstable Media |
| Individual Credits: | Art Director: Firyal Purwanto - Fork Unstable Media |
| Individual Credits: | Social Media Manager: Vincent Schönborn - Philipp und Keuntje |
| Individual Credits: | Account Manager: Louis Sternberg - fischerAppelt, relations |
| Individual Credits: | Trainee: Marilyn Salamov - fischerAppelt, relations |
| Individual Credits: | Account Manager: Judith Knabe - fischerAppelt, relations |
| Individual Credits: | Director Creative Media: Lukas Pachoinig - Mediaplus |
| Individual Credits: | Film Producer: Samuel Cody - Philipp und Keuntje |
| Individual Credits: | Film Producer: Diana Scarfó - Philipp und Keuntje |
| Individual Credits: | Editor: Jay Moss - Philipp und Keuntje |
| Individual Credits: | Art Director: Hanna Heintzsch - Philipp und Keuntje |
| Earth Prize: | 90813 |
| Notes for Judging: | Climate change feels like a faraway topic for many Germans. Something that affects other regions of the world directly but never themselves. However, simulations and scientific data from the HafenCity Universität Hamburg, among others, show that parts of northern Germany are at high risk of being affected by rising sea levels in the upcoming years. "THE RISE" brought the threat of climate change to their very own doorsteps. Growney is the market leader in Germany's digital money investment field, and its brand purpose is to make capital investments as easy and accessible as possible for everyone. And they're the first fintech company to ever articulate that investing in sustainable ETFs and green funds is an important contribution to counteract climate change. A simple action for so many that can help secure everyone's future: sustainable investments. This is why growney added green funds and sustainable ETFs to its products. Something else the competition rarely communicates whether the specific investment options offered contribute to or counteract climate change. That's why growney's ETF selection only considers companies that score above average in sustainability, ecology, and social responsibility. To highlight these efforts and their new product range, it became clear that a radical campaign was needed to help people realise that investments hold the key to a sustainable future. And we wanted to show people that they could make profits and help the environment. Because we all know about climate change, and we've heard it all – yet our actions still fall behind. So, we chose a topic that always interests people to confront them with the effects of climate change in an unusual way – money. We created a cynical offer that looked so authentic and sounded super attractive but also massively unscrupulous. And people couldn't help but share and talk about it. Disaster becoming a business model: "THE RISE", the first real estate company to allow people to profit from rising sea levels. We perfected "THE RISE" offline and online, including a website listing future beachside property plots. Our fake startup for real climate action created its own influencer: Jens Zastrow, CEO and a real "love-to-hate"-character. With his sketchy slogans and provoking ideas, he quickly drew attention to our unscrupulous concept. At the beginning of December 2022, we followed scientific data to place the startup's billboards and flyers in areas projected to be affected. For maximum activation, we used SoMe to target strategically chosen opinion leaders and build a community that would also allow us to retarget people later. Ads and daily content on Instagram, Twitter, LinkedIn, YouTube and TikTok paved the way for the outcry. "THE RISE" quickly became a media topic, and Germany extensively discussed the business idea for the following 6 weeks. At the height of the outrage – the scheduled sales launch on January 10th, 2023 – came the surprise: "THE RISE" turned into "STOP THE RISE", and growney called on people to take action. Because the startup was fake, but climate change is not. By then, more than 22.6 million people became aware of growney's urgent message: "Invest sustainably and counteract climate change now." With "STOP THE RISE", growney shows that climate action and sustainable products need proactive and bold communication to highlight their importance. |
| Additional Credits: | Additional Companies: fischerAppelt, relations Fork Unstable Media GmbH fischerAppelt, performance Mediaplus Germany Additional Credits: Junior Editor: Fabio Henning - Philipp und Keuntje Sr. Marketing Manager: William Gödecke - fischerAppelt, performance Account Manager: Swantje Burow - fischerAppelt, performance Paid SM Manager: Lara Fleischmann - fischerAppelt, performance Mgr. Online Marketing: Yifan Wang - fischerAppelt, performance Dir. Dig. Marketing: Markus Herrmann - fischerAppelt, performance Junior SEA Manager: Anna Vonalt - fischerAppelt, performance Senior Retouch Artist: Sven Fröhlich - Philipp und Keuntje Senior Producer Print: Sascha Jeide - Philipp und Keuntje Final Artist: Dorothea Buczek - Philipp und Keuntje Final Artist: Ponke Herrmann - Philipp und Keuntje Art Director: Magdalena Mayr - Philipp und Keuntje Creative Consultant: Nikolas Bentel - Philipp und Keuntje Head of Sales and Marketing: Thimm Blickensdorf - growney Head of Corporate Communications: Dirk Hempel - growney |