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26.05.2010  •  Film NEWS


The Gold Bear has a Heart for Children - the 2010 charity campaign spot produced by Lichtenberg & Gray Productions GmbH


Lichtenberg & Gray Productions GmbH for HARIBO

Haribo Charity Spot

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From 14 December 2009 to 30 March 2010, the HARIBO Gold Bear campaigned for the BILD Ein Herz für Kinder (A Heart for Children) charity, which supports less fortunate children in Germany. HARIBO promoted a charity donation campaign under the motto of ‘The Gold Bear has a heart for children’.

The gummy sweet giant donated 1 cent from each packet of ‘Gold Bears’ sold. The golden results generated 1,000,000 Euro for 16 charitable kids projects. Go to http://herz.haribo.de for a detailed description of each project.

As usual, German TV presenter and celebrity Thomas Gottschalk and his co-presenter Michelle Hunziker supported the spot.

At the end of the promotion, HARIBO doubled the amount of the donation generated from Gold Bear sales. The additional charitable methods (distribution, direct donations and Internet) resulted in an impressive sum of 1,000,000 Euro).

It was the first time that a HARIBO campaign offered direct donations through the Internet and mobile phones, which directly helped the ‘Ein Herz für Kinder’ projects. A special donations account was set up on www.haribo.com, donations could also be made via SMS.

The campaign was aided by an iPhone app, which was downloaded a total of 180,000 times. The viral effect of the charity campaign drew in an even wider audience.

The spot was filmed at FGV Schmidle Studio in Munich, November 2009. Gero von Braunmühl was the director and Volker Schellbach the DOP. GoSee member Lichtenberg & Gray Productions GmbH was the production company.