Domestic violence is often not recognizable at first sight. Out of fear and shame, many affected women cannot escape on their own and break. Often, fellow residents are crucial for a safe liberation, but many are not alert enough to realize the severity of the situation.
UNBREAK. A powerful campaign that integrates the issue of domestic violence against women into everyday life and thereby breaks the silence.
Together with TERRE DES FEMMES and glass artist Simon Berger, we prepare a shop window of a Munich restaurant. The window is shattered in several spots. At first sight, it looks like vandalism, but upon closer inspection it turns out to be the face of a woman – the activist Romy Stangl, who was herself affected by domestic violence. By scanning the QR code on-site with a smartphone, the artwork comes to life virtually. In an AR animation, Romy encourages people to take a closer look and inform themselves on the campaign website frauenrechte.de/schauhin. With UNBREAK, we also used social media to reach neighbors who were not there in person.
This professional campaign titled 'Unbreak' was published in Germany in December, 2020. It was created for the brand: Terre Des Femmes, by ad agency: thjnk. This Ambient medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 3 years ago by CD: Marie of Thjnk.
Advertising Agency: thjnk, Munich, Germany
Pr: Achtung! Mary
Ar: FLAVOR3D By 3DEXCITE
Production Company: Embassy Of Dreams Filmproduktion
Sound: Exit Studios
Chief Creative Officer: Hans-Peter Sporer
Creative Director: Marie Legat
Art Director: Neville Pinsker
Jr. Art Director: Claudia Kohlke
Copywriter: Laura Giauque
Jr. Copywriter: Lukas Lerchl
Artist: Simon Berger