# Paper-Crafted Compassion Commericials This SEHSUCHT Ad for Deutsche Fernsehlotterie is Stirring By Josh Triantafilou | Published 2012-05-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/deutsche-fernsehlotterie References: [behance.net](http://www.behance.net/gallery/Deutsche-Fernsehlotterie-Paper-World/3888353) & [sehsucht.de](http://www.sehsucht.de/) SEHSUCHT was recently commissioned by the [non-profit, social lottery](https://www.trendhunter.com/trends/humane-world-for-animals) [Deutsche Fernsehlotterie](https://www.trendhunter.com/trends/deutsche-telekom) to produce an [eye-catching, soul-searching commercial](https://www.trendhunter.com/trends/synchrony-bank) and that's exactly what the the Hamburg, Germany-based advertising agency did. The agency boasts that it produces and directs "cutting edge digital content." Judging by the work featured here, this claim is pretty spot-on. The commercial follows a paper plane as it flies softly through a world made almost entirely of paper and filled with effortlessly compassionate people. This flight of fancy is narrated by a remarkably earnest-sounding man who asks the viewer to imagine a world where people take care of one another without hesitation or reservation. The whimsical setting and airy music help to mute any pangs of guilt or cynicism some viewers may have, instead replacing such sentiments with glimmers of compassion and thoughtfulness. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 10% | Activity: 13% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Compassionate Advertising:** Opportunity for brands to create emotionally stirring commercials that promote compassion and empathy. - **Paper-crafting Marketing:** Innovation in using paper-based visuals and storytelling techniques in advertising campaigns for a unique and captivating viewer experience. - **Narrative-driven Commercials:** Growing trend of commercials that use storytelling and narration to create a deeper emotional connection with the audience. ### Industries Being Reshaped - **Advertising:** Opportunity for advertising agencies to create impactful campaigns that evoke emotion and leave a lasting impression on viewers. - **Non-profit Organizations:** Effective use of compassionate and visually appealing commercials to raise awareness, engage audiences, and generate support for social causes. - **Digital Content Creation:** Innovation in producing cutting-edge digital content that combines visual storytelling with emotional messaging for brands and organizations. ## Related on Trend Hunter - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Unpredictable Festive Ad Campaigns](https://www.trendhunter.com/trends/snowfall.md) - [Feel-Good Ad Campaigns](https://www.trendhunter.com/trends/make-life-brighter.md) - [Emotionally Engaging Holiday Advertisements](https://www.trendhunter.com/trends/the-power-of-wishes.md) - [Emotional Short Films](https://www.trendhunter.com/trends/johnson-johnson.md) - [Heartfelt Adoption Campaigns](https://www.trendhunter.com/trends/homecentre-thehomecoming.md) - [Meaningful Travel Reunion Ads](https://www.trendhunter.com/trends/must-be-love.md) - [Sentimental Holiday Ad Campaigns](https://www.trendhunter.com/trends/joy-is-made.md) - [Unconventional Vehicle Control Ads](https://www.trendhunter.com/trends/heart-of-joy.md)