| Title | HENRIK'S SCRIPT |
| Brand | SAARIOINEN |
| Product/Service | KIDS' MEALS |
| Category |
A08. Achievement in Production |
|
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 |
| Päivi Ikonen |
Saarioinen |
Marketing Manager |
| Tommi Partanen |
Carat Finland |
Client Director |
| Tiia Rita |
Saarioinen |
Marketing Manager |
| Tia Yrjölä |
Saarioinen |
Marketing 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.
Tell the jury about the innovation and advancements used during production. You may wish to comment on the inventive use of new or existing technology to enhance the final execution.
To make sure that we stayed true to Henrik’s original vision we enlisted him as a “co-director”. He gave his input throughout the whole process from set design to wardrobe to the actual shoot. In addition, Henrik’s school mates were cast as actors and assisted in the set by for example handling the clapperboard.
The production was heavily affected by the enormous gap between our overall production budget and the enormity of Henrik’s script. Also, for the children to be able to take part in the production, the filming had to take place in Finland, where labor costs are among Europe’s highest. That is why we opted (luckily with Henrik’s approval) for a "deluxe school play look" instead of a realistic but CGI-heavy production. Shooting the film in an actually built set also provided a better learning experience for the children as they got a better behind the scenes experience.