Нестандартная реклама "Share your parents", рекламодатель: Studio Brussels, агентство: MortierBrigade

Название: Share your parents
Агентство: MortierBrigade
Рекламодатель: Studio Brussels
Страна: Бельгия
Сектор бизнеса: Благотворительная деятельность
Год выхода: 2011
Вид рекламы: Нестандартная реклама

Describe the brief from the client: Music for Life, the yearly charity event organized by radio station Studio Brussels and the Red Cross, this year was all about the 15.000.000 orphans from aids parents. The objective of the campaign was to create awareness for the topic. And collect money to support the orphans. Via a direct approach of both Belgian children and their parents. Because they are the most sensible target group in this matter.

Creative Execution: It was a smart way to demonstrate to both children and parents what the orphans miss most. And again, they were the most sensible target group in this matter.

Describe the creative solution to the brief/objective. In Belgium the children have pretty much everything they need. So we asked them to give some of the attention and stuff they get from their parents, to the orphans. We asked them to share their parents. With a direct approach via their school agenda. Stickers without website were distributed to many schools.

Describe the results in as much detail as possible. 140,000 agenda stickers were distributed to the schools via the Belgian government. 1200 children promoted their parents online. The winning parents went to Swaziland to help the orphans, and shared their experiences with the Belgian people. Meanwhile the Belgian people shared 5,020,000 euro with the orphans. The best result since Music for Life first started.

Награды:

• Cannes Lions, 2011 (3 место) Direct Lions (Best Integrated Campaign Led by Direct Marketing)

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