Helping is in Style




Agency: OgilvyOne
Client: Sportjugend Hessen Germany
Role: Art Direction / Concept / Interface UX UI Design
Year: 2010 Germany


While in Germany more and more money is spent on kids‘ luxury athletic apparel, more and more kids have to live on less than 10 euros a day – even sports turns into an unattainable luxury. The result: socail exclusion.
„Sportjugen Hessen“ (athletic youth organization for the German Federal State of Hesse) wants to draw attention to this grievance and generat donations to fight against children`s poverty.


We show the discrepancy between luxury and poverty by staging the sad reality of many children as an exclusive fashion show on the Web. At first sight, it looks just like a typical noble fashion show. But in fact, the kids on the catwalk are 12 needy children presenting their threadbare sports clothing. Emotional texts tell the stories behind the clothes and give food for thought. With an integrated donation module, people can see right away what good their donation does – thus helping kids in need directly and easily. Because helping is in style.



The App contains over 12,000 photos taken by ZEISS owners – straight from the ZEISS flickr community and arranged by lens and genre. As real proof.


1x Bronz DDP German Dialogmarketing Award 2010
1x Honor Art Directors Club Germany 2010

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