TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.
Title | TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE. |
Brand | PLAN INTERNATIONAL |
Product/Service | CHILDREN'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
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.