A1 Telecommunications: The Bedtime Storytellers

Credits & Description:

Title: The Bedtime Storytellers
Agency: Grey Slovenia
Brand: A1 Slovenia
Advertiser: A1 Slovenija
Url: Http://bedtimestorytellers.com...
Country: Slovenia
Entrant Company: Grey Slovenia, Ljubljana
Advertising Agency: Grey Slovenia, Ljubljana
Executive Creative Director: Petra Krulc (Grey Ljubljana)
Client Service Director: Matjaž Butara (Grey Ljubljana)
Art Director: Matija Primc (Grey Ljubljana)
Account Manager: Teja Rajšp (Grey Ljubljana)
Social Media Manager: Monika Habjanič (Grey Ljubljana)
Web Designer: Edo Nasufović (Grey Ljubljana)
Sound Engineer: Matjaž Zdešar (Tevefon)
Managing Director: Špela Žorž (Grey Ljubljana)
Creative Director: Blaž Kocjančič (Grey Ljubljana)
Account Director: Mihela Černe (Grey Ljubljana)
Strategic Director: Jernej Špende (Grey Ljubljana)
Designer: Aleš Vrbančič (Grey Ljubljana)
Designer: Sara Mlakar (Grey Ljubljana)
Pr Manager: Blaž Ferenc (A1 Slovenia)
Pr Director: Katja Kek (Taktik)
Pr Manager: Urška Pirjevec (Taktik)
Director Of Photography: Matic Zavodnik (Multipraktik)
Social Media Manager: Manca Skrbinšek (A1 Slovenia)
Project Manager: Nika Serdoner (Enki)
Creative Director: Petra Glinšek (Enki)
Producer: Miha Brodarič (Grey Ljubljana)
Copywriter: Bor Klemenc Mencin (Grey Ljubljana)
Entry Summary:
In Slovenia, the number of senior citizens living in retirement home increases by one third every 7 years. Losing contact with the outside world causes a decline in their cognitive abilities. Brief:A1 Telecommunications Slovenia wanted to address this issue and continue its legacy of promoting intergenerational cooperation and senior integration. Objectives:To form a bond between the older and the younger generations and improving the seniors’ cognitive abilities.
Synopsis:
The audio clip features short excerpts from the Bedtime Fairy Tales audio library. The fairy tales are narrated and recorded by Bedtime Storytellers, seniors from the retirement home, who help rock toddlers across Slovenia to sleep with the help of mobile devices. Bedtime Storytellers is a mobile-first audio-based campaign that connects older and younger generations through short audio fairy tales. In order to make the interpretation and narration of the fairy tales as accurate as possible, we organized a series of workshops lead by radio presenters which took place in the retirement home. The ongoing programme is proving ever more popular as numerous senior citizens continue to take part in the project.
Script In English:
Since this is not a radio but an audio campaign all the featured podcasts were recorded in Slovene language. The following script is a translation of one of the featured fairy tales:LEOPOLD, THE BEARDED FROGIn the pond next to the forest lived a bunch of frogs. Small and big, green and brown, young and old, but the oldest one of them all was Leopold. His age got him boasting a long moustache, one which unfortunately didn’t bring him any luck. Frogs do not usually have whiskers or beards, let alone hair or fur. He was ridiculed even by tadpoles that were swimming in the shallows along the shoreline.“What is it Leopold? Got worms poking out of your head?” they cried wiggling their little tails. The wanton frogs pulled his moustache when he was napping and show them their tongues from afar when he woke up.Leopold increasingly kept to himself and he was also having trouble with hunting food. His tongue was not as fast and flexible as it used to be so all the fat and juicy flies escaped his flicking. He had to make due with gritty fruit flies that he found on the ground and in the worst cases, he even resorted to chewing on leaves.All of this was noticed by a young frog named Kaja. She felt sorry for Leopold so she started catching and bringing him flies and in turn he started telling her about a time long forgotten, when people used to come to his pond to take pictures of frogs with cameras, not phones.One day Leopold was napping after lunch when he heard a tremendous frog cry. There was a stork hovering above the pond. All the frogs jumped into the water. Kaja, who was sunbathing on a waterlily stood petrified as the stork took a dive right above her.Leopold called her: “Kaja, grab this!”. He swung his head so the moustache flew toward the scared little frog. Kaja flung her tongue around Leopold’s moustache. The stork’s sharp beak was rapidly approaching when Leopold flicked his head. He pulled the stiffened little frog from the waterlily and the stork’s beak pierced the leaf with the stork crashing into the water and diving straight into the bottom of the pond.She flapped her wings until she freed herself and flew away completely drenched. Her beak was so full of sludge that she had to spit it out for the next couple of days until she could finally with her click her beak again.The other frogs saw what Leopold did and honoured him with loud ribbiting. “Leopold, our hero!” they cried. They recognized their mistake and apologized to him. Leopold soon became the most popular frog in the pond.Other frogs started bringing him treats and the tadpoles played with his moustache, jumping over it like a jump rope. And Leopold was laughing and telling them about the long-forgotten past.“Did you know that humans did not carry phones on long poles sticking up in front of them in the old days?” he told them, “And there used to be a time when people actually came to the pond without earphones sticking out of their ears.” And the frogs and tadpoles listened to him with amazement about the unusual past.