THE SCHOOL FOOD EXPERIMENT
| Title | THE SCHOOL FOOD EXPERIMENT |
| Brand | NORWEGIAN DIRECTORATE OF HEALTH |
| Product/Service | IMPROVING EATING HABITS IN SCHOOLS |
| Category |
D04. Other Video |
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Entrant
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SAATCHI & SAATCHI Oslo, NORWAY
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Idea Creation
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SAATCHI & SAATCHI Oslo, NORWAY
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Credits
| Oeyvind Waage |
Saatchi & Saatchi Norway |
ECD |
| Fanny Vaager |
Saatchi & Saatchi Norway |
Creative |
| Patrik Bergfjord |
Saatchi & Saatchi Norway |
Planning Director |
| Linus Hjellstroem |
Saatchi & Saatchi Norway |
Art Director |
| Joe Langdon |
Saatchi & Saatchi Norway |
Motion Designer |
| Nanna Groenli |
Saatchi & Saatchi Norway |
Account Manager |
| Sverre Midttun |
Saatchi & Saatchi Norway |
Account Director |
| Ida & Andreas |
Tangrystan |
Directors |
| Beate Tangre |
Tangrystan |
Producer |
The Campaign
Four "untouchable" 10th graders, two with healthy and two with unhealthy eating habits, test their diets on two classes of innocent first graders. This to prove a diet's effect on a young body and mind.
Creative Execution
On day one (episode one) one "healthy" and one "unhealthy" student got their own class of first graders as lab rats. The same on day two, but to make it correct we switched classes so that the "healthy class" from day one was the "unhealthy class" on day two and vice versa. We filmed both days. Then we showed the students the result and filmed their reactions. We also got a nutritionist opinion of the different diets. All this footage was then edited down to two episodes. We collaborated with a national newspaper and also posted the films to Facebook.
The banner click rate was 12,7 % (0,05 € per click).
The see through rate of the 7 minute episodes was 33 % and they were viewed 500000 times (in a country of 5 mill).
Municipalities and schools have now included the films in their curriculum.
Whether they have started eating healthier is too early to say, but at least they have started talking about it.
Instead of the expected (and often ignored) governmental information campaign, we decided to make it much more relevant. Instead of a government lecture, we wanted to let four 10th graders do the talking, testing and concluding them selves.