| Title | DANCE 10 000 |
| Brand | GENERATION PEP |
| Product/Service | NON-PROFIT ORGANISATION |
| Category |
A07. Use of Licensed / Adapted Music |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
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FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Placement
|
VERIZON Copenhagen, DENMARK
|
|
PR
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production
|
THE PRODUCERS SWEDEN Stockholm, SWEDEN
|
|
Post Production
|
THE PRODUCERS SWEDEN Stockholm, SWEDEN
|
Credits
| Eva Carlheim |
Forsman & Bodenfors |
Account Supervisor |
| Marie Murphy |
Forsman & Bodenfors |
Account Director |
| Adam Ulvegärde |
Forsman & Bodenfors |
Art Director |
| Clara Uddman |
Forsman & Bodenfors |
Art Director |
| Marcus Hägglöf |
Forsman & Bodenfors |
Copywriter |
| Bjarne Darwall |
Forsman & Bodenfors |
PR Strategist |
| Sara Lemchen |
Forsman & Bodenfors |
Designer |
| Christoffer Persson |
Forsman & Bodenfors |
Designer |
| Magnus Kennhed |
Forsman & Bodenfors |
Agency Producer |
| Sara Björnung |
Media Kitchen |
Media Manager |
| Peter Gaudiano |
Forsman & Bodenfors |
Digital Strategist |
| Filip Nilsson |
The Producers |
Director |
| Kalle Wettre |
The Producers |
Executive Producer |
| Sergej Israel |
The Producers |
Producer |
| Justice (Song D.A.N.C.E x Fire x Safe and Sound) Justice (Song D.A.N.C.E x Fire x Safe and Sound) |
Justice (Song: D.A.N.C.E x Fire x Safe and Sound) |
Song |
| Mattias Rudh |
The Producers |
D.O.P |
| Andreas Arvidsson |
The Producers |
Editor |
| Plop Plop |
Plop |
Sound Design Arrangement |
| Sabrina Lonis |
- |
Choreography |
| Swiss Swiss |
Swiss |
VFX |
| Co3 Co3 |
Co3 |
Grade |
| Lilyana Ilunga |
- |
Dancer |
Write a short summary of what happens in the film
The film starts with a PG screen – just like other music videos – but with a customized message. The video begins. It’s early morning. A young girl is in her bed, sleeping. A music track starts and suddenly the girl starts to stomp her foot to the beat. At the same time, her digital alarm clock starts to behave funny. It was showing 00000 but now starts counting. The girl gets up and starts dancing. And now, the counter moves to the bottom left corner. It’s counting her steps. The dancer then dances her way through the day with skill, intensity and joy. In the streets, subway, school, gymnasium and then finally all the way back home. She finally throws herself on the bed as the counter hits 10.000. She danced so hard that her shoes give off smoke.
Cultural / Context information for the jury
Generation Pep is an NPO focused on approving children’s health through exercise and healthy food. Kids today exercise less than ever, especially girls in their early teens. During the pandemic, the situation worsened. Our task was to start conversations about the situation, create awareness and focus on solutions. The challenge was to reach kids and teens, a tough crowd, with a minimal budget.
Tell the jury about the choice of music track.
For this campaign to work, the music was key. It had to be a great track, cool enough to get teenagers’ attention and respect. It had to be extremely danceable, for both professionals and amateurs. Ideally, it would also carry a message. We had no money to buy a song, but were still able to land the ultimate track (thank you Justice!): an adapted version of the classic mega hit D.A.N.C.E, by French EMD duo Justice. One half of the duo, Gaspard Auge, even appeared in the video, playing a school janitor.
In addition to being used in the film, the music was also used in the dance challenge on Instagram and TikTok.