11: BRAND PURPOSE (Brand Activism)
The Secret Sculpture - German child protection Association
Charitable organization for child protection
|Title of Entry:||The Secret Sculpture|
|Brand:||German child protection Association|
|Product/Service:||Charitable organization for child protection|
|Client:||German child protection Association|
|Entrant Company:||SERVICEPLAN GERMANY|
|Creative Agency:||SERVICEPLAN GERMANY|
|Live site URL:||https://apps.apple.com/gb/app/the-secret-sculpture/id1484058620|
|Creative Director:||Matthäus Frost|
|Art Director:||Marvin Goldau, Robert Reiß, Kai Joo Hyuk Flohrer, Saint Elmo's Hamburg|
|Account Manager:||Marie-Therese Greulich, Tessa Florentine Wilckens, Sophia Rothfos, Julia Wolf, Johannes Messmann, Saint Elmo's Hamburg & Berlin|
|Producer:||Christoph Köhler, Katrin Habermann, Madeliene Pfisterer|
|Date of Release:||2019-11-20|
|Notes:||Even after 30 years the UN convention of the rights of the child is still not part of the German constitution. An implementation would give kids a much stronger position concerning protection, support and participation. The child protection league wants politicians to finally realize this.
For the 30th International Day of Children's Rights we started a protest:
The Secret Sculpture – The first virtual museum for children’s rights.
In major German cities an empty statue base was inaugurated. With an Augmented Reality app 42 pieces of art appear on the one statue base.
One artwork for each of the 42 articles of the UN Convention – created by 42 artists such as Erwin Wurm, Laurence Vallières or Joseph Crossley. A visual marker on top of the base triggers the experience. For the experience at home or in school classes there is an online handicraft guide.
A new kind of museum experience, which as a permanent exhibition has now become a real sight, educating children as well as parents and teachers.
But above all, it’s a public call on politicians to implement children's rights in the constitution. German media spread the call and increased the pressure.
What seemed impossible for 30 years will change in 2020: a new draft law is ready for a vote in the federal parliament. Through an invisible protest, children's rights can finally become visible.
Please download the app “secret sculpture” (with quotation marks) in app store or play store. Use the visual marker we have sent you to trigger the experience. It’s the same as on the real statue base. Just put the marker on a table and scan it with the app.
|URL Link (optional):||http://thisisforthejury.com/thesecretsculpture/en|
|Other Credits:||Alex Schill, Global Chief Creative Officer|
|Other Credits:||Peter Gocht, Maximilian Schöngen, Global Creative Directors|
|Other Credits:||Reinhard Crasemann, Managing Partner, Saint Elmo's Hamburg|
|Other Credits:||Karsten Kuhn, Creative Director, Saint Elmo's Hamburg|
|Other Credits:||Lasse Matthiesen, Managing Partner, Saint Elmo's Hamburg|
|Other Credits:||Kevin Prösel, Managing Director, Saint Elmo's Berlin|
|Other Credits:||Marjan Ploederl, Head of XR Development, Saint Elmo’s Berlin|
|Other Credits:||Nastuh Abootalebi, Karolin Fischer, Katja Wacker, Post Production, Sunday Digital|
|Other Credits:||Maggy Fischer, Head of Post Production, NEVEREST|
|Other Credits:||Dennis Fritz, Anton Reim, Motion Designer|