More than 12 million Syrians have fled their country since the outbreak of the war there some five years ago. The plight of these people is now the focal point of an emotional campaign entitled ‘Keys of Hope’, developed by BBDO Düsseldorf. Commissioned by the Caritas International charity, it draws attention to the fate of individual refugees. The principal visuals in the charity campaign are house keys, shown in the open hands of refugees.

The central platform of the campaign is the site, which contains relevant information and enables the user to make a donation to Caritas for its disaster and emergency aid programs in Syria and neighboring countries. Working alongside locally based partner organizations on the coastal strip and in other towns and cities within Syria, Caritas International provides support and assistance for the victims of violence as well as urgently needed aid.

‘Keys of Hope’ presents the plight of individual Syrian refugees in the form of ten emotional videos. One of these persons is Nagua Al Sabuni from the Syrian town of Harasta – she fled after tanks had launched an attack on her home town. She says: “I kept the house key because I hope I can return there some day.” Each of the refugees’ dramatic stories is also being circulated on social media in order to attract attention to the campaign platform and consequently to the distressful situation of these people driven from their homeland.

My role: Art Direction, Video Production
Agency: BBDO Germany
Client: Caritas International

2016 Cannes Lions - Bronze - PR
2016 European Excellence Awards - Jury's Excellence Award for the Best Campaign 2016
2016 European Excellence Awards - NGOs & Associations - Winner
2016 European Excellence Awards - Germany, Switzerland, Austria - Winner
2017 NY Festivals - Finalist - Integrated Campaign

Additional Credits
CCO: Wolfgang Schneider, Darren Richardson
ECD: Kristoffer Heilemann
Creative Directors: Marie-Therès Schwingeler, Andy Wyeth, Konstanze Bruhns
Art Directors: Kirsten Dey-Kanani, Ailton Henriques, Fabian Haumann
Account Team: Verena Schödel, Benjamin Kraus, Marvin Ruthmann, Janette Woelwer, Anouk Huisman
Typographer: Tobias Saul BBDO
Print Production: Bernhard Burg, Dörte Reingen-Krombusch
Production Company: Cobblestone, CraftWork
Post Production: CraftWork
Sound: TRO GmbH Music Services
Media: OMD Germany
PR Agency: Ketchum Pleon Düsseldorf
Live Marketing: BBDO Live