| Title | SCHOOL PAPER |
| Brand | DE PERSGROEP |
| Product/Service | ALGEMEEN DAGBLAD |
| Category |
A05. Illustration and Graphic Design |
|
Entrant Company
|
J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
|
|
Production Company
|
SUPERHERO CHEESECAKE Amsterdam, THE NETHERLANDS
|
Credits
| Bas Korsten |
J. Walter Thompson Amsterdam |
Executive Creative Director |
| Bas Korsten |
J. Walter Thompson Amsterdam |
Concept |
| Agustín Soriano |
J. Walter Thompson Amsterdam |
Strategy Director |
| David Navarro |
J. Walter Thompson Amsterdam |
Head Of Design/Interective Director |
| Budi Gonzalez |
J. Walter Thompson Amsterdam |
Business Director |
| Jesse Houweling |
J. Walter Thompson Amsterdam |
Digital Director |
| Dalischa De Kok |
J. Walter Thompson Amsterdam |
Creative Art |
| Marijn Van Der Meer |
J. Walter Thompson Amsterdam |
Creative Copy |
| Alexander Buining |
J. Walter Thompson Amsterdam |
Digital Producer |
| Joeri Kiekebosch |
J. Walter Thompson Amsterdam |
Senior Ux Designer |
| Richard Beerens |
J. Walter Thompson Amsterdam |
Digital Designer |
| Ronald Mica |
J. Walter Thompson Amsterdam |
Designer |
| Chariva Geurts |
J. Walter Thompson Amsterdam |
Print Producer |
| Robert Harrison |
J. Walter Thompson Amsterdam |
Camera |
| Aliz Toth |
J. Walter Thompson Amsterdam |
Strategist |
Creative Execution
The AD School Paper is a digital platform that offers schools interactive lessons from the best AD journalists, teaching kids the main pillars of journalism: finding news, interviewing, photography, writing and design. All through a gamified mechanism that kids find attractive and interesting.
We used social media to reach out to and engage with opinion leaders from the education, philosophy, culture, politics, journalism and blogging communities. Every touch point we used was focused on bringing attention to the main medium: the AD school newspaper interactive platform.
The platform is still running and getting more schools involved every month. Already 300 schools are participating without any promotion of the platform thus far. The main objective has already been accomplished, since kids are making their own school newspapers, learning how to express their opinion and how to respect others’ opinions in turn.
The platform is already award winning in design:
AWWWARDS Site of the day – 18 September
AWWWARDS Honourable mention
FWA Site of the day – 22 September
Since the project is still running and more schools continue to join, it is too soon to build a case isolating the results for increased AD brand engagement and reputation.
Objectives
• Finding a peaceful way to react, using creativity and technology, to the recent attacks against freedom of speech (sparked, in particular, by the Charlie Hebdo shooting in Paris early this year).
• The brand objectives were focused on increasing brand engagement and the brand’s reputation among the Dutch public.
Target audience: Algemeen Dagblad (AD, a daily newspaper) readers and non-readers, AD staff, the journalism community, the education community, schoolchildren and their parents, the advertising and design community and the public at large.
Insight & idea: reviving a fading and forgotten medium: the school newspaper (which has been reduced at many schools to nothing more than an uninspiring newsletter). Through this new medium, we could teach our kids journalism as a way to safeguard freedom of speech for years to come.