| Titel | Metro |
| Brief | To bring this concept to life, we show people who are clearly experiencing a sad moment. From a first glance, we feel the apathy, loneliness and sadness of the supposed protagonist. Only in the background, subtly, we discover the person who is actually suffering from depression, but seem fine under a mask of normality.Our image look is characterized by everyday situations in different locations. These snapshots are staged as authentically, simply and editorially as possible.The ad ran in publications of interest to our target audience, also with the support of out of home. It led to an increase in Google search for depression and our depression test.But most of all, it helped people to understand this serious illness, making them more able to deal with the problem, either themselves or a loved one. |
| Agentur | Grabarz & Partner |
| Kampagne | At second glance. |
| Werbende | German Depression Aid Foundation |
| Marke | German Depression Aid Foundation |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2023 / 8 |
| Geschäftsbereich | Informations-/Hilfevereinigung über der Krankheit |
| Story | Depression can come in many forms. And is an illness that arises independently of what happens in life. It’s not sadness, melancholy or apathy. It can cause those feelings, but feeling them doesn’t immediately mean you are depressed. At the same time, depression can be easily overlooked, hidden under a cloak of supposed normality, which makes it even harder to identify.That’s why the Deutsche Depressionhilfe offers a simple self-test to identify depression and help save lives. But how to get people to take this test? |
| Medientyp | Presse & Publikationen |
| Chief Creative Officer | Ralf Heuel |
| Creative Director | Ralf Nolting |
| Creative Director | Tim Lehnebach |
| Art Director | Alberto Espeja |
| Kundenbetreuer | Angela Schubert |
| Art Buyer | Indra Habermann |
| Produzent | Jörg Nagel |
| Art Director | Lucas Rocha |
| Texter | Marcio Bittencourt |
| Fotografie / Illustration | Phillip Rathmer |
| Artwork | Kristen Debrassine |
| Produzent | Katrin Redeker |
| PR | Susanne Baldauf |
| PR | Heike Friedewald |
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