Title | ASAN - RECLAIM INTIMACY |
Brand | ASAN |
Product/Service | ASAN INTIMACY WASH |
Category |
B02. Healthcare |
Entrant
|
TRIGGER OSLO, NORWAY
|
Idea Creation
|
TRIGGER OSLO, NORWAY
|
Media Placement
|
TRIGGER OSLO, NORWAY
|
Media Placement 2
|
OMD Oslo, NORWAY
|
PR
|
TRIGGER OSLO, NORWAY
|
Production
|
OSLO ASSEMBLY PRODUCTION AS, NORWAY
|
Post Production
|
OSLO ASSEMBLY PRODUCTION AS, NORWAY
|
Credits
Tone Helene Angsund |
Trigger Oslo |
Account Manager |
Cecilie Ramm |
Karo Pharma |
Marketing Manager |
Magdalena Kamøy |
Trigger Oslo |
Associate Creative Director |
Olina Søyland Bru |
Trigger Oslo |
Creative |
Sirun Stenseth |
Trigger Oslo |
Content Manager |
Sindre Prestby |
Trigger Oslo |
Content Manager |
Ina Rosenberg Stavrum |
Trigger Oslo |
PR Manager |
Fredrik Myhre |
Trigger Oslo |
Designer |
Gunhild Sletten Gundersen |
Trigger Oslo |
Producer |
Kine Paulsen Austerslått |
Trigger Oslo |
Insight |
Nora Presttun Hindenes |
Trigger Oslo |
Insight |
Lars Tovik |
Oslo Assembly |
Director |
Jannecke Nordskog |
Trigger Oslo |
Producer |
Johan Fredrik Bødtker |
Oslo Assembly |
Director of photo: |
Lars Johnsen |
Oslo Assembly |
Lighting |
Cecilie Richards |
Oslo Assembly |
Props and scene |
Aksel Jermstad |
Oslo Assembly |
Still photo |
Heidi Clason |
OMD |
Media Manager |
Kenan Jasarevic |
OMD |
Digital advisor |
Mari Tømt Carlsen |
OMD |
Digital |
Sophie Parker |
OMD |
OMD |
Write a short summary of what happens in the film
Norwegian kids watch porn for years before they have sex, learning little or nothing about intimacy. Meanwhile, at Norwegian schools the sexual education is still focusing on the technical details. We wanted to create a dialogue about intimacy. Our ultimate ambition was to include intimacy into the sex educations in Norway. IDEA: RECLAIM INTIMACY. We launched our own sex education. An Online-video showing real intimacy side by side with expectations from porn. Using chat messages, we exposed how today’s young people are expected to live up to the standards set by the adult film industry. Friends demanding explicit and graphic details from two young lovers after an intimate moment. Both struggling to fit their response into the expected porn mould. Instead of compromising, we decided to use a likely ban on social media to our advantage. Within one day we were banned by social media. So our PR-campaign began.
Cultural / Context information for the jury
Asan is the biggest intimate wash brand in Norway, owned and marketed by Karo Pharma, listed on Nasdaq Stockholm Mid Cap.
Norwegian kids watch porn for years before they have sex, learning little or nothing about intimacy. Meanwhile, at Norwegian schools the sexual education is still focusing on the technical details.
Advertising at schools are strickly forbidden. Thats why we parted up Norway’ s largest Center for Sexual Health, and made our own sexual education. In this we changed from being just advertisement, to be part of the curriculum.