| Golden Drum 2013 | ||
|---|---|---|
| Public relations | Social responsibility | Golden Drum Grand Prix |
| Mobius Awards, 2013 | ||
| Public/Media Relations | Public Service Announcements (PSA) | Certificate |
Campaign name: Fragile Childhood - Monsters
Year/ID: 2013 / V_84_006_G13
Group: V. Public relations
Subgroup: 84. Social responsibility
Award: Golden Drum Grand Prix
URL: http://havasww.fi/competitions/entry/2012/fragilechildhood
Product and services: Parental alcohol awareness
Registrant: Havas Worldwide Helsinki
Country: FINLAND
Brand name: Fragile Childhood / Lasinen lapsuus
Advertising agency, city: Havas Worldwide Helsinki
Art director: Marko Vuorensola
Copywriter: Annu Terho
Creative director: Marko Vuorensola
Director of Photography: Jure Verovsek
Account Director / Manager: Muusa Salminen, Nina Myllyharju
Strategic Planner / Strategist: Marko Vuorensola
Film Production: Grillifilms
Post Production: Post Control
Production Company: Sauna@Grilli Films & Studio Arkadena
Digital Production: Havas Worldwide Helsinki, Bara Bra Helsinki
Music: Timo Anttila, Anders Meinander @Humina
Director: Mikko Lehtinen
Digital Production: Havas Worldwide Helsinki, Bara Bra Helsinki
Other credits: Executive Producer: Petteri Lehtinen Editor: Anders Meinander Colorist: Marko Terävä, Other influencer: Paul Earl
Creative idea explanation: For a child a monster can be real and close by. We made media and general public talk about child's point of view on parental alcohol use to drive a change. Strategic element of this campaign is in the original use of social media to generate the sustained burst of publicity necessary to place the issue on the public agenda. Our creative content was built around a globally valid human insight (behavior changes resulting from parental alcohol consumption confuses, frightens and embarrasses young children) and used social media and industry sites to spread the content virally and provoke discussion.
Multiple entry explanation: Campaign film is entered alone into Film category. PR entry is about the whole campaign and utilising social media, as it has been one of the most succesfull PR cases ever done from Finland, earning media and publicity in all major news media outlets on every continent.