Title | FRAICH' FANTASY |
Brand | INTERFEL |
Product/Service | PUBLIC HEALTH MESSAGE |
Category |
A02. TV & VOD: Fiction & Non-Fiction |
Entrant
|
HAVAS MEDIA Paris, FRANCE
|
Idea Creation
|
HAVAS MEDIA Paris, FRANCE
|
Idea Creation 2
|
ULF Paris, FRANCE
|
Media Placement
|
HAVAS MEDIA Paris, FRANCE
|
Production
|
ULF Paris, FRANCE
|
Credits
Solène Raverdy |
Havas Média France |
Account Manager |
Christelle Rezgui |
Havas Média France |
Account Director |
Amar Bouacheria |
ULF |
Producer |
Sébastien Le Divenah |
ULF |
Art Director |
Marion Hurdyk |
Havas Productions |
Project Manager |
Mehdi Sakouhi |
Havas Productions |
Project Manager |
Virginie Gautier |
Adcity |
Account Director |
Why is this work relevant for Entertainment?
Our work is relevant for Entertainment because we challenged the traditional approach to a public health message by turning it into meaningful and entertaining content, aimed towards kids.
Through our animated children's television series, Fraich' Fantasy, broadcasted on the leading French public service broadcasters, we created healthy edutainment about fruits and vegetables!
Background
The consumption of fresh fruits and vegetables is an important public health issue in France, especially when it comes to kids. A striking 90% of them aren't reaching the recommended daily amount of fruits and veggies, and even worse, 40% of them that eat none at all per day!
That's why Interfel, an association that unites all the actors of the fruit and vegetable industry, wanted to target 6-10 yo, and make them enjoy the "5 portions of fruit and vegetables a day" recommended. The tricky part of the brief was to be impactful with a plain public health recommendation on such a young and volatile target.
Describe the creative idea
Interfel's mascots, Frutti and Veggi, are the stars of 1'30'' episodes filled with fun and adventures, with their human friend Will in Vegapolis. Everything's peachy, until the evil mastermind of Vegapolis, Angry, threatens the peaceful village.
To find their way around their arch enemy's tricks, the three friends summon the help of Barbedor. The elder teaches them which fruit of vegetable will help them defeat Angry's daily trick. To make the public health message kid-friendly, we turned the fruits and vegetables' properties into superpowers. They are easy to memorize, thanks to a visuals representation made of simple pictograms, and Angry's defeat emphasizes our beneficious they are.
Describe the strategy
We choose to challenge the traditional approach to a public health message with a "Learning through play" strategy. The study of our target helped us determine which kind of content would appeal to 6-10 yo, and to then decide to capitalize on Interfel's mascots, by turning them into the stars of educational - but mostly fun ! - content kids would love.
The result : an animated television series, starring Frutti and Veggi; Interfel's mascots !
Describe the execution
In total, we produced 24 episodes, splitted in 3 seasons. Each one of them story-tells the superpower of one fruit of vegetable. Thanks to adventure and comedy effects, kids will learn how chicory grows in the shade, how the grapes are protected from the heat by their white veil, etc... And most importantly, they will learn to love fruits and veggies!
The 3 seasons of Fraich' Fantasy will be broadcasted for 3 consecutive years on the leading French public service broadcasters France 3 and France 4, during the morning and afternoon kid shows Zouzous and Ludo. Each year, the broadcast starts in October, and carries on until December, to cover the kids key period in France : back-to-school, All Saints Holiday, and Christmas.
Describe the outcome
The 3 seasons of Fraich' Fantasy will be broadcasted for 3 consecutive years on the leading French public service broadcasters France 3 and France 4, during the morning and afternoon kid shows Zouzous and Ludo. Each year, the broadcast starts in October, and carries on until December, to cover the kids key period in France : back-to-school, All Saints Holiday, and Christmas.
Since the beginning of the broadcast in October, our episodes have gathered an average of 80 000 viewers, with some episodes peaking at 262 000 viewers. On kids, we have an average share of audience of 15%, making Fraich' Fantasy the 3rd most watched TV show at its airing time!
The animated saga will be post-tested in December 2018, 2019 and 2020 to see how it impacted kids: we will then be able to quantify the strength and impact of our edutainment content.