Category A13. Not-for-profit / Charity/ Government
Product/ServiceNON PROFIT
Name Company Position
Damien Guiol Brand Station Art Director
Loïc Chauveau Brand Station CEO, Creation Director
Samy Benama Brand Station Copy Writer
Natcha Crea Brand Station Marketing Director


In 2018, in a time were everything can be bought and sold, more than 168 million children aged 5 to 17 are still engaged in child labour and still need our help. How do we keep this reality from becoming a customary evil in our western minds ? - Child slavery a subject still in the spotlight in 2018 (TV, articles, figures on the rise...) - However, adolescents / young people do not necessarily feel concerned by the subject because of the law of proximity - Fewer and fewer young people are giving money (difficult context: unemployment, price increases ...) - The campaign was launch at the same time of Instagram Shopping (and we know that young people are fond of new technologies)

Describe the strategy

We primarely designed the campaign to reach young individuals and families with affinities to socials causes; although no media was bought.We used the very recent launch and the novelty of Instagram Shopping in French consumer's minds as a PR platform to reach a wider audience, both in the specialized and mass media.Local tech and socially-conscious influencers were also targeted. #NoPriceOnKids is the first real hack of Instagram Shopping in the world for a N.G.O. On the occasion of the world day against child's labor, Unicef decide to hijack « Instagram Shopping » by putting children up for sale... for 0€. A deliberated price tag to remind people that a child's life is priceless. This campaign uses the instagram's brand-new shopping feature to raise awareness and help put an end to child exploitation.

Describe the execution

A 40 seconds video describing the campaign was posted on Unicef France's Facebook page, as well as Instagram and twitter feeds at launch. The video linked to a website, designed as an e-commerce catalog where children were presented as available goods with price tags.6 visuals of the children with price tags were used on Unicef France's Instagram page to drive awareness of the campaign for its week-long duration.

List the results

Ultimately, UNICEF managed to set in motion a movement... - For 1000$ media investment : 3,2 millions $ in earned Media - 17 millions global impression in 3 Days?...fueling conversations among journalists, influencers and internet users... – Trending topic on twitter ... and kindling hope for a world where there really is No Price On Kids.

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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