DON'T BE PERFECT, BE PRESENT
Title | DON'T BE PERFECT, BE PRESENT |
Brand | SUN LOLLY |
Product/Service | SUN LOLLY |
Category |
A06. Use of Original Music |
Entrant
|
TWENTY Copenhagen, DENMARK
|
Idea Creation
|
TWENTY Copenhagen, DENMARK
|
Production
|
BLONDE MEDIA APS Copenhagen, DENMARK
|
Credits
Farah Dib |
Twenty |
Creative Director |
Thomas Bjerg |
Twenty |
Client Manager |
Lea Brisell |
Twenty |
Art Director |
Farah Dib |
Twenty |
Copywriter |
Anders Bundgaard |
Blonde Inc |
Director |
August Rein |
Twenty |
Producer |
Amanda Rosenkrantz |
Blonde Inc |
Producer |
Tiyam Pour Khabbaz |
Blonde Inc |
Editor |
Anna Bukh Jakobsen |
Anna Olivia |
Music Artist |
Andreas Seebach |
Andreas Seebach |
Song Writer |
Annette Riis Carstensen |
Blonde Inc |
Set Designer |
Sebastian Bonde |
Twenty |
Coordinator |
Mariam Latif |
Cameo |
Colorgrading |
Write a short summary of what happens in the film
Six out of ten parents feel under pressure to be 'perfect', and the pressure in one of Scandinavia's seemingly most egalitarian countries is mounting. Because as admirable as the Scandinavian lifestyle is on social media, it contributes to a skewed image of what parenthood actually looks like. If you believed the social feeds, a perfect parent lives in a furniture showroom and bakes sourdough cupcakes before work. Reality rarely makes it onto Instagram.
And as a result perforative parenthood becomes a big source of stress for parents, who report feeling both inadequate and stressed. The elaborate sourdough cupcakes and perfectly decorated birthday cakes at the after school meetings taste of inequality, and it's in that context, we seek to portray a different side to parenthood. One that doesn't edit, filter or glamourise the thankless work, dedication and bitter sweet emotions that come with it.
Cultural / Context information for the jury
Six out of ten parents feel under pressure to be 'perfect', and the pressure in one of Scandinavia's seemingly most egalitarian countries is mounting. Because as admirable as the Scandinavian lifestyle is on social media, it contributes to a skewed image of what parenthood actually looks like. If you believed the social feeds, a perfect parent lives in a furniture showroom and bakes sourdough cupcakes before work. Reality rarely makes it onto Instagram.
And as a result perforative parenthood becomes a big source of stress for parents, who report feeling both inadequate and stressed. The elaborate sourdough cupcakes and perfectly decorated birthday cakes at the after school meetings taste of inequality, and it's in that context, we seek to portray a different side to parenthood. One that doesn't edit, filter or glamourise the thankless work, dedication and bitter sweet emotions that come with it.
Tell the jury about the creation of the original music track.
The film is accompanied by a track, written and produced specifically for the film. The track – Fool For You – is an ode to parenthood, encapsulating the bitter sweet emotions that define us from the moment we become parents and follow us through to the next generation. On the face of it, it sounds like a love song, but seen in the context of the film, it becomes a powerful depiction of unconditional love, and the life-changing emotional turmoil that comes with parenthood, that in combination work to strengthen the impact of the campaign.
Together with a music performer, Anna Spejlæg, who runs Denmark's first ever rap group for children, popular among our target audience on YouTube, we recorded the track that was first released together with the film and on Spotify, and later through a live performance demonstrating the strengths of the vocals and supporting the brand story.