| Title | FREE A GIRL |
| Brand | FREE A GIRL |
| Product/Service | BANNER |
| Category |
A07. Not-for-profit / Charity / Governemt |
|
Entrant
|
DDB UNLIMITED Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
DDB UNLIMITED Amsterdam, THE NETHERLANDS
|
|
PR
|
SPRINGTIDE STUDIOS Amsterdam, THE NETHERLANDS
|
|
PR 2
|
THE HUMBLEBRAG Amsterdam, THE NETHERLANDS
|
|
Production
|
MORE THAN TV Amsterdam, THE NETHERLANDS
|
Credits
| Maarten Vrouwes |
DDB Unlimited |
Executive Creative Director |
| Friso Ludenhoff |
DDB Unlimited |
Executive Creative Director |
| Robin Poelmann |
DDB Unlimited |
Creative |
| Ysabelle Tierie |
DDB Unlimited |
Creative |
| Nelly de Wit |
DDB Unlimited |
Senior Producer |
| Roel Grijspaardt |
DDB Unlimited |
Senior Producer |
| Lars Noback |
DDB Unlimited |
Editor |
| Armando Markar |
DDB Unlimited |
Assistant Producer |
| Esther te Pas |
DDB Unlimited |
Managing Director |
| Cathelijn de Reede |
Springtide Studios |
PR |
| Jessica Hartley |
The Humblebrag |
Creative PR |
| Bart van Dam |
More than TV |
Director en Creative Producer |
| Lilian Hemmelder |
Exterion Media |
Marketeer |
| Gwen van Poorten |
Ambassador Free A Girl |
Ambassador Free A Girl |
| Unibail Rodamco |
Stadshart Amstelveen |
Location |
| Kees van Hattum |
Kees van Hattum |
D.O.P./lighting cameraman & 1st. edits |
| Jeroen Mente |
. |
First Assistant Director |
| Matthijs Immink |
. |
Camera 2 & 1st location |
| Fred Tabois |
Fred Tabois |
Setdresser |
| Petra van Dinteren |
Petra van Dinteren |
Wardrobe / styling |
| Madelief van Dam |
. |
Production Ass. & Casting Guidance |
| Freddy LLoyd |
. |
Production Assistant |
| Bram Vleugel |
Post Office |
VFX |
| Bram Buddingh |
Post Office |
VFX |
| Patcharee Sa-ardkitinun |
Post Office |
Grading |
| Dyno Hedges |
Bridge Tone Sound |
Sound Design |
| Jantien van Naarden |
Dutch Casting |
Casting |
| Maarten Eshuis |
Cinecolor |
DCP |
| Julian Kleyweg |
Exterion |
Digital Abri support |
| Brayan van Bronckhorst |
Tech53 |
Abri Programming |
Why is this work relevant for Brand Experience & Activation?
"People seem to be immune ..." is precisely the reason why people are not experiencing well enough the issues that the brand is fighting for. One of the problems it faces is that many of us in so-called “safer” parts of the world don’t see this problem as “our” problem. The translation from the insight to the idea was experienced so literally that both parents and children were confronted very intensively with the harsh truth behind the problem of child prostitution.
background
Globally 2 million underage girls are trapped in brothels. That’s an unpleasant reality to confront on October 11, International Day of the Girl, a day advocated by the United Nations since 2012 to address the needs of girls. The question was to come up with a smart idea to be seen more as a brand, which in turn should lead to more donations.
Describe the creative idea (20% of vote)
Unlike usual awareness billboards featuring anonymous girls, we created a digital out-of-home billboard used face swap technology to replace the face of a young girl sitting on a bed in an Indian brothel with that of one of the girls passing by. Every girl whose face was used in the experiment was accompanied by her mother, father or grandparents so that they were also confronted with the campaign message, Fight child prostitution as if she was your own.
Describe the strategy (20% of vote)
We launched the movie on World Girls Day prior to the movie: Sold, in the cinema. The film Sold, which told a story about child prostitution, 'also' premiered that day. We then had the film shared via Instagram, Facebook and other social media by ambassadors of Free A girl, like: Yolanthe Cabau and Gwen van Poorten. With the help of them, it was picked up by several news and blog sites.
Describe the execution (30% of vote)
We started by making the base video of the “child prostitute” – a model we filmed in studio. The daughters with their parents were invited in advance to have their faces filmed. However, they did not know what this would be used for. As they roamed freely in the mall where the activation was held, we would grab their attention with a glitch sound as they neared the billboard. At that moment, we replaced the face of the girl in the billboard with the girl viewing it.
List the results (30% of vote)
MARCOMM NL
Adformatie
Marketing Tribune
FONK
Marketing Report
Nederlands Medianieuws
About Media
Drimble
Newslocker
NEWS MEDIA NL
Telegraaf
Vrouw
ANP
Fabulous City
Radio – 13 regio omroepen in Zuid-Holland
Wereldwijven
Schatzoekers (Instagram)
INTERNATIONAL
SHOTS
Marcomm News
The Stable, Australia
Adobo
Marketing Magazine
Sostav Russia
Adforum
MMR
Brand News Italy
26 pieces of coverage
69.2M online readership
162k estimated coverage views
327 social shares
48 average domain authority