Title | FAREWELL STATUE |
Brand | MINISTRY OF DEFENCE |
Product/Service | MILITARY SERVICE (WOMEN IN MILITARY) |
Category |
A01. Glass |
Entrant
|
TABASCO Tallinn, ESTONIA
|
Idea Creation
|
TABASCO Tallinn, ESTONIA
|
Media Placement
|
TABASCO Tallinn, ESTONIA
|
PR
|
TABASCO Tallinn, ESTONIA
|
Production
|
TABASCO Tallinn, ESTONIA
|
Credits
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.