BOYS REACT TO TAMPONS
|Category||D01. Social Video|
|Title||BOYS REACT TO TAMPONS|
|Entrant||ISOBAR Courbevoie, FRANCE|
|Idea Creation||ISOBAR Courbevoie, FRANCE|
|Production||ISOBAR Courbevoie, FRANCE|
|BADINAND Marc||Isobar||Creative Group Head|
|Alexia Yver||isobar||Art Director|
|Elzear DE TRENTINIAN||isobar||Creative Group Head|
The CampaignYoung boys between 13 and 14 years old came for a casting call. Surprisingly they are facing a box of Nett tampons and were asked to manipulate and tell what they know about them. We witness, for some of them, a genuine discovery as they assume that they have a space rocket or a firecracker in their hand. The video closes on a message "WE ALL WENT THROUGH THIS ONE DAY OR ANOTHER" dedicated for the real audience : teenage girls. A last message invite those young girls to ask their questions without taboo on a snapchat account created for the occasion.
Creative ExecutionUpload the video on Youtube & Facebook.
3 307 268 views on Youtube and Facebook with only 45k of media investment. 49 639 interactions 16 225 comments of which 99% were positives And a snapchat account that teenage girls are still using to ask their most personal questions about periods and tampons.
The strategy was to start a conversation with a young female audience (13-17 years old) and give them more freedom to talk about their first periods: a taboo subject where the lack of information can be harmful. The goal was to downplay the lack of knowledge and to bypass teenage girls’ embarrassment by giving them a voice. We were showing them that other people can be even more ignorant and that an important subject can be discussed lightly. So, the creative idea was to engage those who know even less about tampons: boys.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.