Title	ITEACH
Brand	SÖDERTÖRN UNIVERSITY
Product/Service	EDUCATION
Category	A02. Script
Entrant	GULLERS GRUPP Stockholm, SWEDEN
Idea Creation	GULLERS GRUPP Stockholm, SWEDEN
Media Placement	GULLERS GRUPP Stockholm, SWEDEN
PR	GULLERS GRUPP Stockholm, SWEDEN
Production	GULLERS GRUPP Stockholm, SWEDEN

Name	Company	Position
Johan Yilmaz	Gullers Grupp	Creative Director
Jerker Belvert	Gullers Grupp	Creative Director / Art Director
Gith Kjellin	Gullers Grupp	Production manager
Hemming Lindell	Gullers Grupp	Account manager
Ulrika Enström	Gullers Grupp	Media / PR strategist
Jonatan Belvert	Gullers Grupp	Designer
Cornelia Böttiger	Gullers Grupp	Junior Consultant
Philip Puljak	Freelance	Film editor / Grade / Sound mix
Petter Thermaenius	Freelance	Film producer / Director
Nils Cromnow	Freelance	Filmer / Photographer
Kenneth Wall	Södertörn university	Head of communication

Brief Explanation

The campaign follows two role models with a high status in the target audience, the rapper Rosh and football player Stefan Batan, showing how they actually possess the same qualities needed for being a teacher; the ability to engage and challenge. As a young rapper with a habit for criticizing today’s norms, Rosh talks about how she feels a large responsibility to behave as a teacher on stage because fans will try and recognize themselves in her situation. Stefan Batan talks about how he needs to be a teacher 24/7 since football is a way out for young people in trouble. The key component was a film following two role models during one day, without a script, and leading up to a big concert and an important game. Through their own words and in their real life, the role models show qualities needed for being a teacher.