The Bursting Book Mailing
Senckenberg Gesellschaft für Naturforschung
Issue 39 | June 2016
Agency
Ogilvy & Mather Advertising Germany
Creative Team
CCO: Dr. Steohan Vogel Creative Director: Peter Strauss Art Director: Ute Sonntag Copywriter: Michaela Aulbach Illustrator: Eva Batschek Photographers: Sven Tränker, Dr. Armin Rose, Joachim Bacherl
Production Team
Art Buyer: José-Luis Freund Production: Claudia Pohl, Ursula Köbe, Aelxander Pfaff Technical Director: Jens Steffen Application Engeneer: Robert Georgi Graphics: Jo Becker, Uwe Rabitz Buchbinderei: Hartmut Köhler
Date
June 2015
Background
The “Senckenberg” is a world famous natural history museum and a research centre for biodiversity. Today, the institution is bursting at the seams and needs more space. Literally more square meters for exhibits, and conceptually, more freedom for innovative exhibition designs. Which is why the Senckenberg will re-invent itself over the course of the next 5 years, nearly doubling its exhibition space. To raise the 56 million Euro needed for this transformation, they had to think beyond classic fundraising, and address both the general public and major single sponsors in new ways.
Idea
To get attention of generous individuals and institutionsl, a one-of-its-kind “brochure” – or rather: book was created – that’s just like the museum itself. So brimful with fascinating stories and discoveries that they actually spill from the covers – and from the slipcase that makes this mailing almost unignorable. Made from the same red sandstone as the museum’s façade, and handcrafted by a local stonemason, it really ads impact (and weight) to the fundraising appeal of the book.
Results
By January 2016, the campaign that started with the book had raised exactly 9,526,485.62 Euro. And the counter is still ticking away merrily, while many activities still wait to be launched in the course of the Senckenberg’s five-year effort.