ALBERTINE

TitleALBERTINE
BrandDNB
Product/ServiceCHARITY
Category F07. Corporate Purpose & Social Responsibility
Entrant TRY REKLAME Oslo, NORWAY
Idea Creation TRY REKLAME Oslo, NORWAY
Production MOTION BLUR Oslo, NORWAY
Post Production MOTION BLUR Oslo, NORWAY
Credits
Name Company Position
Eirik Sørensen TRY Art Director
Caroline Riis TRY Copywriter
Kristina Skogen TRY Account Director
Vilje Mohn TRY Project Manager
Jeppe Gjesti TRY Designer
Egil Pay TRY Creative Director
Nina Lorentzen Motion Blur Producer
Lasse Nyhaugen MotionBlur Director

Write a short summary of what happens in the film

DNB is Norway’s largest bank – and their tagline “Banking from A to Z” is well known amongst the Norwegian people. For years, DNB have been the main sponsor of Norway’s biggest sports hero of all time - world champion downhill skier Aksel Lund Svindal. When Aksel retired, DNB celebrated his career from A to Z, with a 90 second ad on national TV. For Christmas, DNB and Aksel surprised everyone by teaming up once more - but this time they honored the true Norwegian heroes. In a new 90 second TVC, DNB used the exact same music and the exact same words they used to celebrate Aksel’s career as a national sports hero. But this time, they told the story of the children and their families who spend their young lives fighting cancer.

Please tell us how the brand purpose inspired the work

DNB is Norway's largest bank, and have for many years strived to set a good example as the market leader through different initiatives - all established to give DNB a stronger sociaital brand purpose. One part of that is giving an annual donation of 1.000.000NOK to a charitable donation. This year, the choice fell on the Children's Cancer Society, and DNB wanted to urge others to donate alongside their contribution. So we decided to take the same concept as a viral DNB ad made earlier in the year about a Norwegian sports hero - and rework it to be about the real heroes out there. In addition to show the film on TV, they posted the film online where they urged people to share it to spread the message about how to donate.