No Luxery

Creative idea

What at first glance looks like an advertisement for luxury goods such as cars, watches, or jewelry turns out, upon closer inspection, to be an image for the Kindertraum Foundation. This 'confusion' encourages viewers to engage with the image and, consequently, with the issue at hand.

Brand name: Stiftung Kindertraum
Advertiser / client: Stiftung Kindertraum
Product / service: Foundation
Campaign name: No Luxery
Agency network: INDEPENDENT AGENCY
Agency: Springer & Jacoby Österreich - Vienna
Media agency: Mediaplus Austria
Agency chief executive officer: Ralf Kober
Chief creative officer: Paul Holcmann
Executive creative director: Klaus Ketterle
Art director: Sebastian Müller
Account director (agency): Maryna Sankovych
Managing director: Bernhard Redl
Film production: Das Rund
Director: Thomas W. Kiennast
Director of photography: Thomas w. Kiennast
Agency producer: Klaus Ketterle