DIRECT MEDIA United Solutions
By: Mirko Bunčić, Creative Strategist, DIRECT MEDIA United Solutions
It’s definitely crazy! Who would advertise on the empty streets? Well, people are at home, in front of the TV set and with a cell phone on their side. TV and digital, these are the channels that are the mainstay in the times of the state of emergency. Or is it really so?
Are really all at home? Are we forgetting someone? Are we forgetting the medical professionals who go to work every day? Are we forgetting those who work in pharmacies and supermarkets who stroll the empty streets to get to their workplaces? Are we forgetting the police officers, soldiers, firefighters? Journalists? City transport drivers? Utility workers? Delivers? Workers in the production sector and in government institutions?
All these people are true heroes. That’s why it is no surprise that we all responded to the initiative to applaud to our heroes every night at 8 p.m. All of us, by using our hands, try to say as loudly as possible A BIG THANK YOU!
We believe that this moment gives meaning to their work. That it gives them new energy. Wind in the back. And that’s why we created the Outdoor campaign at which we promote Applause at 8 p.m.
Because of them. Not because of us. We all know what we are supposed to do at 8 p.m. But we want that all of them who are out in the city streets see the city light campaign. Because their days are hard. Full of challenges and critical situations. And they need more support than ever!
And our desire is that every time they see the poster, they are reminded of the applause that awaits them at the end of the day and that they feel our support, which culminates at 8 p.m., at all times.
P.S. Thank you, Alma Quatro and Big Print, for putting the idea into effect during the state of emergency at such lightning speed.