2017 Glass: The Award for Change

FAREWELL STATUE

ClientMINISTRY OF DEFENCE
Category A01. Glass
TitleFAREWELL STATUE
Product/ServiceMILITARY SERVICE (WOMEN IN MILITARY)
Entrant TABASCO Tallinn, ESTONIA
Idea Creation TABASCO Tallinn, ESTONIA
Media Placement TABASCO Tallinn, ESTONIA
PR TABASCO Tallinn, ESTONIA
Production TABASCO Tallinn, ESTONIA
Credits
Name Company Position
Indrek Viiderfeld Tabasco Creative Director
Kerstin Raidma Tabasco Creative Director
Kadi Hugo Tabasco Art Director
Mart Metsma Tabasco Creative

Creative Execution

The dressed up statue was displayed for 3 weeks, from 24th of April to 15th of May. 'The Kissing Students' sculpture and fountain is one of the most recognised symbols for Estonians. The statue has a place in Estonians heart, but it is especially relatable for college students. Tartu is considered to be the capital for young people, an university city.

Public media picked it up immidiately. It was covered by all the main news outlets in Estonia. People showed their support by posting pictures of the dressed statue to social media. The number of women who enlisted in the army increased 4.15 times compared to the last recruitment session. Highest it has ever been.

Target audience: all eligible women who can enlist to the military service. We approached them through unexpected medium to visualize the idea: every women is welcome. Solution: Young lady of the popular Kissing Students statue in Estonia was dressed in military uniform. To show that all eligible women are welcome to enlist in the military service.