Winners & Shortlists

TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.

TitleTOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.
BrandPLAN INTERNATIONAL
Product/ServiceCHILDREN'S DEVELOPMENT ORGANISATION
Entrant Company DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency DUVAL GUILLAUME Antwerp, BELGIUM
Media Agency INITIATIVE MEDIA Hoeilaart, BELGIUM
Production Company GERONIMO Antwerp, BELGIUM
Credits
Name Company Position
Geoffrey Hantson Duval Guillaume NV Creative Director
Katrien Bottez Duval Guillaume NV Creative Director
Ralf De Houwer Duval Guillaume NV Copywriter
Jonas Caluwé Duval Guillaume NV Art Director
Elke Janssens Duval Guillaume NV Account Director
Jef Leysen Duval Guillaume NV Account Manager
Piet Wulleman Duval Guillaume NV Strategic Planner
Sophie Jadoul Duval Guillaume NV Strategic Planner
Melissa Van Houtte Initiative Media Planner
Marc Van Buggenhout ASP BVBA Agency Producer
Tuyen Pham Xuan ASP BVBA Agency Tv Producer
Dirk Domen Geronimo Director
Piet Deyaert Geronimo Dop
Jasper Moeyaert Geronimo Executive Producer
Mathias Kerner Geronimo Production Assistent

The Campaign

Brief: 1. Get the global problem of Child marriage to the living room. 2. Activate people to become a PLAN parent. Idea: PLAN Belgium helped girls to hijack and take over movie ‘age warnings’ in prime time on National Television, in movie theatres and – via Preroll - in YouTube Movie trailers. In these touching ‘hijackings’, 3 separate girls tell an emotional story and paint a picture about this horrible tradition. Result: Aim was to bring the problem to the living room and by doing so create a lot of rumor and conversation. And it did. Massively. Child marriages were discussed on all national media and on numerous blogs. National and international. But most important of all: there was a 85% increase of people who became Plan Parents, compared to the campaign results of last year.

Success of the Campaign

The campaign quickly became a trending topic. The 'Rebornto be Alive' organization was overwhelmed with reactions and questions on the topic of '1 organ donor can save up to 8 lives'. And most important a clear increase of organ donators making the waiting list in Belgium shorter than ever.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

1. girls 'hijacked' age warnings on TV (all national channels), in Belgium's biggest movie theatres and via pre roll on YouTube when searching for 'movie trailers'. 2. Press conference 3. Live performances of the girls during Belgium's biggest Film Festival in Ghent.