Short List
Category D02. Interactive Video
Product/ServiceFIRST AID
Entrant TRY Oslo, NORWAY
Idea Creation TRY Oslo, NORWAY
Media Placement T/A OPT Oslo, NORWAY
Name Company Position
Caroline Riis TRY Creative
Sara Marie Hødnebø Try Creative
Sven Jensen Try Consultant
Mona Løkke Try Project Manager
Thomas Lein Apt Developer
Linda Tillier Apt Project Manager
Gunnar Stensaker Opt Operations Manager
Andrea Eckerbom Tangrystan Director
Beate Tangre Tangrystan Producer
Baard Haugan Ingebretsen Uhoert AS Supervising Sound Editor

The Campaign

We made a seemingly funny fail compilation video, using sourced material showing real and funny accidents. But then the compilation merges with our own film, showing a young girl in a hot dog eating competition. Suddenly, the girl chokes, and the people around her don't know how to help. So interactive questions pop up on the screen, and the viewer have to help by answering what to do. Each of their answers affect the audio of the film, and we hear the dad doing whatever they answer. The girl is only saved if all questions are answered correctly, but if not - they are told they know enough to help and immediately urged to sign up to learn first aid.

Creative Execution

We made a microsite to function as a host for the film, so people could be able to interact with the film directly. Because we focused on shock effect and the "fail concept" we needed to have a different sender than the Red Cross to spread the film/link in social media. We got a few bloggers and influencers to start posting the movie May 2nd. We also managed to bring with us the best media partner in this campaign. NRK (Norwegian BBC) immediately liked the idea and gave us free space in virtually all surfaces May 2nd. The film spread almost entirely through organic shares on Facebook, and within a day over 100.000 people had clicked on and watched the entire film. Over the next few days it was covered in national news outlets, by international press and even shared by the Norwegian princess Martha Louise.

• Strong national coverage in the launch week • Great organic spread, supported only minimally by purchased space • 185,000 unique visitors • 95% of viewers took the test and watched the film to the end • 6,300 people immediately signed up for more first aid knowledge • Covered over 100 times across small and large media outlets across the country. • Chronicles and reader posts have been spread in local and regional media. • National evening news picked up the film and boosted the cause • Attention in almost all national and regional media • Coverage in Politiken (DK) and the Berlindske Times (DK) • Shared and used globally by ICRC and IFRC in September as of the International First Aid Day • The film is watched in 157 different countries

The Red Cross wanted to put first aid on the agenda, nationwide. The target audience was the general public in Norway, specifically young adults. First aid has been communicated many times before without creating much involvement, as many have become almost immune to general reminders, especially the younger audience. This time, we wanted to give people the experience of what it feels like not being prepared when suddenly faced with a life or death situation. Therefore, we chose a strategy that surprised and engage the viewers so powerful that they could not relate indifferent to the message - and we did it through a platform where the audience wouldn't see coming.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

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. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

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.

The gin, the city, the song and the search for the special colour of Seville

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.

Final Entry Deadline: 22 October

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