CHEERS, KIDS!

TitleCHEERS, KIDS!
BrandAV OG TIL
Product/ServiceRESPONSIBLE DRINKING CAMPAIGN
Category G07. Corporate Purpose & Social Responsibility
Entrant KITCHEN Oslo, NORWAY
Idea Creation KITCHEN Oslo, NORWAY
Production PRAVDA Oslo, NORWAY
Post Production PRAVDA Oslo, NORWAY
Credits
Name Company Position
Benedicte Svartdahl Killi Kitchen Oslo Art Director
Hans Moe Kitchen Oslo Account Director
Gry Sagvolden Kitchen Oslo Script
Katrine Nagy Opdahl Kitchen Oslo Account Manager

Write a short summary of what happens in the film

It is a normal day in The kindergarten. The kids are welcomed by the staff in the morning and they draw, read, go for a picnic, eat their lunchboxes, sing and play. The kindergarten employees are at work and appear as safe, playful, pedagogically, and normal caring adults. But something is different from what we expect from authorities taking care of our children. They drink alcohol all through the day and toast with each other and the children. They are not drunk, they appear as we expect from people working in a kindergarten.

Please tell us how the brand purpose inspired the work

Av-og-til is an organization promoting alcohol moderation. They wanted a campaign that inspired "normal" parents to drink less in front of their children. Most alcohol awareness campaigns tend to portrait very extreme situations. The parents are very drunk, and the children are very scared, which makes it easy for parents to think: "That doesn't go for me. I'm not like that anyways." So in an attempt to reach the "normal drinking" parents, we decided to go in a very different direction.