ASAN - RECLAIM INTIMACY

TitleASAN - RECLAIM INTIMACY
BrandASAN
Category B02. Healthcare
Product/ServiceASAN INTIMACY WASH
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
Name Company Position
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.