| Title | TROLLFIGHTERS |
| Brand | KARI TRAA |
| Product/Service | SPORTS WEAR |
| Category |
B02. Consumer Products (incl.Durable Goods) |
|
PR Agency
|
TRIGGER Oslo, NORWAY
|
|
Production Company
|
KANDIDAT Oslo, NORWAY
|
|
Entrant Company
|
TRIGGER Oslo, NORWAY
|
Credits
| Jannicke Jossefson Ruud |
Trigger As |
Account Manager |
| Victoria Hauk |
Trigger As |
Project Manager |
| Magdalena Kamøy |
Trigger As |
Creative |
| Jon Erik Skaret |
Trigger As |
Creative |
| Bjørnar Flyum Thorsen |
Trigger As |
Creative |
| Jule Tellugen Hæhre |
Trigger As |
Pr Manager |
| Stine Pjaaten |
Trigger As |
Content Manager |
| Richard Patterson |
Kandidat |
Executive Producer |
| Frederic Essenault |
Kandidat |
Director |
| Erik Dyblie |
Kandidat |
Producer |
| Ane Stubberud |
Kandidat |
Production Co-ordinator |
| Daniel French |
Wopr Club |
Grading/Vfx/Motion Design |
| Bjørn-erik Efterdal |
Meat Digital |
Production Manager |
| Ellen Christine Rogn |
Meat Digital |
Production Manager |
| Milda Šileikytė |
Meat Digital |
Developer |
The Campaign
When Kari Traa came to us for their first ever commercial, we didn’t want to create a traditional TV spot, but saw the opportunity to elevate the brand from just another sports brand to become an advocate for girls. By taking a lead role in a struggle that occupies women worldwide, we wanted to show a price-focused category that it´s possible to play a more significant role in consumers’ lives. In a fashion setting, we let eight brave girls bring their Internet trolls into the light, exposing them to the world at end of the runway. Proving that #NoTrollCanBreakMe and create a movement of girls standing together against online harassment.
The eight girls have experienced hateful and horrible comments online. Racism, ignorance, harassment and body shaming are just a few. But despite the bulling they refuse to regard them selves as victims. They are fighting back their trolls with real girl power - exposing the trolls identity and fearlessly wearing their faces on their t-shirts. With the help of an internet security expert, we were able to find the trolls true identity and made caricatures for the world to see.
A reader´s note and blog post by Kari Traa herself set the agenda for the launch before a big press release. We spread the film through SOME, and a celebrities, female athletes and Kari Traa ambassadors all came together in support for the campaign creating engagement around #notrollcanbreakme as a true girl power statement. The project created massive engagement and as a result 41 % of Norwegian women now have a more positive brand perception of Kari Traa.
The Brief
• Increase positive brand perception of minimum 10 %
• Create positive engagement around the brand
• Create a kick-ass commercial
Execution
The eight girls have experienced hateful and horrible comments online. Racism, ignorance, harassment and body shaming are just a few. But despite the bulling they refuse to regard them selves as victims. They are fighting back their trolls with real girl power - exposing the trolls identity and fearlessly wearing their faces on their t-shirts. With the help of an internet security expert, we were able to find the trolls true identity and made caricatures for the world to see.
A reader´s note and blog post by Kari Traa herself set the agenda for the launch before a big press release. We spread the film through SOME, and a celebrities, female athletes and Kari Traa ambassadors all came together in support for the campaign creating engagement around #notrollcanbreakme as a true girl power statement.
In a country of only 5 million people, we really put cyber bullying on the agenda with a total of over 20.000.000 in combined reach.
• 9 out of 10 Norwegians applauds Kari Traa for using her brand to fight cyber bullying
• 41 % increased brand liking in the target group
• Earned media value 1,2 million € (Press/TV/Radio)
• Close to 600% higher engagement rate on Kari Traas Facebook page.
• #notrollcanbreakme became a true symbol of strength and attitude
The Strategy
The founder of the brand Kari Traa, a Norwegian Olympic Moguls gold winner, is known for being a rebel both in- and outside the slopes. The brand is built on this legacy and our strategy came from Kari Traa’s own core value “for girls, by girls”.
Influenced by the founder herself, the Kari Traa girls likes to stand out and show attitude. However, this comes at a price. They are regularly attacked by Internet trolls, a problem millions of girls are facing worldwide. We saw an opportunity to take on this issue headstrong and elevate the brand to become an advocate for girls.