| Title | HENRIK'S SCRIPT |
| Brand | SAARIOINEN |
| Product/Service | KIDS' MEALS |
| Category |
A02. Script |
|
Entrant
|
BOB THE ROBOT Helsinki, FINLAND
|
|
Idea Creation
|
BOB THE ROBOT Helsinki, FINLAND
|
|
Media Placement
|
CARAT Helsinki, FINLAND
|
|
Production
|
LUCY LOVES STORIES Helsinki, FINLAND
|
|
Post Production
|
LUCY LOVES STORIES Helsinki, FINLAND
|
|
Additional Company
|
SAARIOINEN OY Sahalahti, FINLAND
|
|
Additional Company 2
|
SUUTARILA PRIMARY SCHOOL Helsinki, FINLAND
|
Credits
| Henrik - |
Suutarila Primary School |
Pupil |
| Jan Sederlöf |
Bob the Robot |
Copywriter |
| Hermanni Kanerva |
Bob the Robot |
Art Director |
| Heidi Nieminen |
Bob the Robot |
Client lead |
| Riku Eteläkoski |
Bob the Robot |
Creative Director |
| Karolus Viitala |
Bob the Robot |
Strategy Director |
| Johannes Salonen |
Lucy Loves Stories |
Director |
| Marko Antila |
Lucy Loves Stories |
Producer |
| Mikko Rossvall |
Lucy Loves Stories |
Producer |
| Tia Yrjölä |
Saarioinen |
Marketing Director |
| Tiia Rita |
Saarioinen |
Marketing Manager |
| Päivi Ikonen |
Saarioinen |
Marketing Manager |
| Tommi Partanen |
Carat Finland |
Client Director |
Write a short summary of what happens in the film
"Inside the Whale" is a commercial written entirely by 11-year old Henrik – without any help from anyone. The script was written for Saarioinen’s new kids’ meals (which were also created in close co-operation with kids) as a part of a school assignment and then turned into a TV-commercial.
It was chosen for production out of 30 scripts because of its impressive mash-up of wild imagination, childlike disregard for logic, overarching themes of hunger, and even environmentalism – all best demonstrated when a hungry whale swallows a microwave and three kids’ meals which relieves the children of their own feeling of hunger.
Henrik and his classmates were involved in everything from pre- to post-production – and to make sure that the final film stayed true to Henrik’s script and vision, he was also enlisted as a co-director for the film.
Cultural / Context information for the jury
Learning about advertising is a part of media literacy studies in the Finnish school system. It's usually on the curriculum during the 5th or 6th grade of primary school. This gave Saarioinen the unique opportunity to provide a once in a lifetime “learning by doing” experience for the 5th graders of Suutarila primary school in Helsinki.
The tagline at the end of the film (not subtitled) reads “Food made by mothers, ads made by children”. Food made by mothers is Saarionen’s longstanding slogan.
Provide the full film script in English.
INSIDE A WHALE*
Written by Henrik, 11-years old
Three kids and a dog are on a rowboat. Suddenly a whale appears from underneath and swallows the boat. The children end up inside the whale’s stomach. The children faint and wake up from inside the whale. First the dog wakes up Samo. Samo wakes up Rina and Rina wakes up Kasomia.
Kasomia wonders aloud: “where are we?”
Rina says: “I don’t know, but it sure does smell.”
Then the whale starts making noise and the children realize they are inside a whale. Suddenly everyone gets really hungry. The children wonder where they could find some food. Then the whale drinks some water, and with it arrives a microwave and three kids’ meals. The children and the dog yell and bark: “Let’s eat!”
They heat up the meals in the microwave and eat hungrily. Then they get homesick. Suddenly the ground starts to tremble, and the kids shoot out of the whale's blowhole into the front of their homes. The children go to Rina’s home to play, and when they open up the fridge, they notice that it is completely filled with kids' meals. The kids say: “These taste as good here as they do inside the whale!”
THE END
*verbatim translation of Henrik's original script in Finnish