| Title | PIZZA DELIVERY GUY |
| Brand | SIRE |
| Product/Service | DUTCH FOUNDATION FOR IDEALISTIC NON-PROFIT ADVERTISING |
| Category |
E01. SOCIAL VIDEO |
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Entrant Company
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TBWA\NEBOKO Amsterdam, THE NETHERLANDS
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Advertising Agency
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TBWA\NEBOKO Amsterdam, THE NETHERLANDS
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Production Company
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25FPS Amsterdam, THE NETHERLANDS
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Credits
| Niels De Kuiper |
TBWA/NEBOKO |
Art Director |
| Sander Volleman |
TBWA/NEBOKO |
Copywriter |
| Anneke Bos |
TBWA/NEBOKO |
Client Services Director |
| Danielle Jonk |
TBWA/NEBOKO |
Account Director |
| Maurice Van Susante |
TBWA/NEBOKO |
Account Director |
| Arne Mosselman |
TBWA/NEBOKO |
Social Strategy Manager |
| Rosemarie Praaning |
TBWA/NEBOKO |
Agency Producer |
| Anne Van Weezel |
TBWA/NEBOKO |
Agency Producer |
| Diederik Van Rooijen |
25FPS |
Director |
| Hanneke Kramer |
25FPS |
Producer |
| Anouk Van Sprand |
25FPS |
Producer |
| Lennert Hillege |
Lennert Hillege |
Dop Lighting Cameraman |
| The Ambassadors |
The Ambassadors |
Sound Studio |
| The Ambassadors |
The Ambassadors |
Grading |
| Stanley Kolk |
25FPS |
Offline Editor |
| Upcoming.nl |
Upcoming.nl |
Pr |
| Clipforce |
Clipforce |
Pr |
Creative Execution
The SIRE ‘porn vid’ showed a very clichéd “pizza delivery boy” scenario. The scene featured a typical pizza delivery guy, a woman in a bathrobe and her ‘sister’ who just so happens to ‘love salami’. But just when the action is about to begin (“What if we pay you this way?”), the porn actors turn to the viewer. The way they deliver the public service announcement really makes an impact: Educate your children about sex, before we do. The actors then sit back and wait, giving viewers time to have a chat with their child.
Several Dutch adult website hosts helped us distribute our special SIRE ‘porn vid’ on major porn sites, where it soon caught the attention of hundreds of oblivious viewers. But it reached an even broader audience after the press picked it up. The fact that SIRE had produced a porn video soon caused a stir in the Dutch media, ranging from online news sites to leading newspapers and national TV. This raised awareness both online and offline and made the video a great way to introduce the campaign.
National public service organization SIRE wanted to raise awareness about children watching porn on the Internet. The aim is to encourage parents to educate their children about sex before Internet porn does.
In order to maximize impact, we decided to launch the campaign in conjunction with a special video that was posted on actual adult websites. Starting off like a perfectly ‘normal’ porn video, it suddenly turned into a very unexpected – and very targeted – SIRE public service announcement. The message to viewers: their kids were likely to be exposed to these images too.