Short List
Category B02. Non-profit / Foundation-led Education & Awareness
Entrant AV-OG-TIL Oslo, NORWAY
Idea Creation ANORAK Oslo, NORWAY
Production BACON OSLO Oslo, NORWAY
Post Production BACON OSLO Oslo, NORWAY
Name Company Position
Ingrid Lea Anorak Art Director
Stein Simonsen Anorak Copywriter
Camilla von Borcke Anorak Project Manager
Janne Espevalen Anorak Account Director
Magne Lyngner Bacon Producer
Eivind Landsvik Bacon Director
Simen Hansen Anorak Planner

Why is this work relevant for Direct?

Because the work was exclusively targeted at a specific audience counting only a couple of hundred thousand people (parents of teens aged 15-17) with a specific call to action (to visit the website to learn how to talk to teens about alcohol) that was intended to drive measurable results (traffic to that site).


"Av og Til" is an alcohol awareness organisation in Norway. One of their missions is to help parents of teenagers keep their kids out of trouble when they start experimenting with alcohol. To that end, they offer an online service where these parents can learn how to talk to kids about these issues. The name of the service is "Lame parents", since the organisation argues that sometimes you need to be lame in order to actually be a responsible and loving parent. Our job was to target these parents and demonstrate why it's important to start such a conversation as early as possible, and to drive direct response in the form of traffic to the website.

Describe the creative idea (30% of vote)

The creative idea was to tell super realistic stories in online films directly to the particular parents, showing exactly what kind of situations that typically can be dangerous to teens. Then, suddenly, their parents appears out of nowhere, awkwardly excusing themselves for having to interrupt with some information that should obviously have been shared beforehand. "You won't be there when it happens. Be lame in time. See how at"

Describe the strategy (20% of vote)

Using Facebook, the series of online films was demographically directed specifically at the kind of parents and kids that are being portrayed in the films, calling for them to respond by going to to educate themselves on how to talk to their kids about the dangers of alcohol.

Describe the execution (20% of vote)

The films where implemented with a few weeks interval just before, during and after summer holiday at schools, and were spread both organically and through paid placements on Facebook.

List the results (30% of vote)

The target group amounts to merely a few hundred thousand people (the total population of Norway is five million). The films got more than 500.000 views and the number of lame parents recruited to the site exceeded 13.000.