Silver Eurobest Award
Product/ServiceSAFE KIDS APP
Category D05. Interactive / Immersive Experiences
Idea Creation LEO BURNETT Bucharest, ROMANIA
Media Placement MEDIA INVESTMENT Bucharest, ROMANIA
Production LEO BURNETT Bucharest, ROMANIA
Production 2 SAGA FILM Bucharest, ROMANIA
Post Production SAGA FILM Bucharest, ROMANIA
Name Company Position
Andreas Elsner Telekom Romania Client
Ruxandra Rau Telekom Romania Client
Stefania Rusu Telekom Romania Client
Ciprian Postelnicu Telekom Romania Client
Ruxandra Voda Telekom Romania Client
Cristina Iliescu Telekom Romania Client
Andreea Popescu Telekom Romania Client
Jorg Riommi Publicis Groupe Creative
Vasilije Corluka Leo Burnett Bucharest Creative
Andreas Aron Leo Burnett Bucharest Creative
Viorel Holovach Leo Burnett Bucharest Creative
Victor Stroe Leo Burnett Bucharest Communication Strategy
Corina Bratu Leo Burnett Bucharest Communication Strategy
Mihai Lucanu Leo Burnett Bucharest Client Service
Maria Ilea Leo Burnett Bucharest Client Service
Magdalena Cernat Leo Burnett Bucharest Client Service
Diana Alexa Leo Burnett Bucharest Client Service
Sorin Deleanu Leo Burnett Bucharest Producer
Giovanni Fantoni Modena Saga Film Director
Alex Teodorescu Saga Film Production
Vlad Semenescu Saga Film Production
Ionut Penzes Saga Film Production
Dan Frinculescu Leo Burnett Bucharest Creative

Cultural / Context information for the jury

Romania has a unique issue – it has the fastest broadband internet in Europe and the cheapest broadband internet in the world. As such, Romanian children use the internet as their favorite playground - to learn, explore, play & make new friends. But awareness about online dangers among Romanian parents is still extremely low. To them, internet dangers are abstract, so they tend to dismiss them as not being “real” dangers. As a result, 91% of parents don’t use any software tools to protect their children online. BRIEF CHALLENGE: Promote “Kaspersky Safe Kids” app offered by Telekom, which helps parents protect their children online in an effective, easy-to-use manner: OBJECTIVE: Raise awareness about online safety among Romanian parents of young children & pre-teens. This meant Telekom had to identify a way of presenting complex online dangers in such a simple way that made them hard to dismiss.

Write a short summary of the ambient work.

We analyzed the main types of threats Romanian kids face online and we created “The Online Park” - a special stunt set in the largest amusement park in Bucharest. We custom built new park “attractions” and placed them in the park. Each “attraction” was designed to mimic different online threat. Then we let the parents experience the online dangers, in the real world. The “Magic Mirror” demonstrated how cyberbullying feels like, using words taken from real Romanian chatrooms. While the child was posing and playing on one side of the mirror, the parents could see the “bullying” comments generated in real time. The “Secret Photo Friend” let parents witness first-hand how easy is for online predators to approach children online, gain their confidence and extract real world information from them. Note: Please watch the online movie for full overview of the project.