Details of “Ministry of Housing Pro-home Ownership Initiative ‘BSJ'”

CHALLENGE

Germany is prosperous, but has one of the lowest house owner rates in the world. Therefore, the government wanted to encourage Germans to invest timely in a new home.

LIMITATIONS

Tiny budget, therefore stock image and a headline with maximum impact was the way to go.

IDEA

We challenged the common notion, which many people have to wait until “the time is right” by simply expressing their chances in the headline: “Before you win the lottery once, you’ll be murdered 449 and killed by a car 1185 times.”