Kirjeldus
The core idea of this campaign was a simple metaphor – parents are living with closed eyes. We used this in all channels and brought this information to parents minds. Message is that groundwork for preventing alcohol and tobacco abuse should be done before the child hits puberty. EXAMPLE 1 - We wanted to create an outdoor ad, that will start dialogue about alcohol and tobacco between children and parents. For that we used lenticular outdoor media. On the child's eye level there was a monster. On adult ?s eye level, however, only campaign main visual. When families walked by these ads, there was reason to talk about monster called alcohol and tobacco. EXAMPLE 2 - We chose one 3D family movie's premier at the Coca-Cola Plaza cinema. For adults we gave 3D glasses that had a little black sticker that eliminated the 3D effect on the sensor. Children's glasses worked as usual. Before the “Frozen” family movie we showed trailers and our commercial. Parents realized, that something is wrong with their glasses. They felt, what it feels like to be confused and ignored. Our clip gave the answer – remove the stickers, and open your eyes, to enjoy movie with your child.
Kampaania tuumaks oli lihtne metafoor - suletud silmadega lapsevanem. Kasutasime seda ko?ikides kanalites ja viisime lapsevanematele kohale fakti - ko?ige paremini jo?uab so?num meelemu?rkide kahjulikkusest lasteni siis, kui teavitusto?o? tehakse enne laste murdeikka jo?udmist. NA?IDE 1 - Tahtsime, et ennetuskampaania va?lireklaam tekitaks arutelu lapse ja lapsevanema vahel. Kasutasime lentikulaartru?kis va?limeedia- reklaame. Lapse silmade ko?rguselt paistis ku?simusi tekitav kuri koll. Ta?iskasvanu silma ko?rguselt paistis aga kampaania po?hivisuaal. Va?lireklaamist koos mo?o?dumisel tuli ta?iskasvanutel peatuda ja selgitada, mis koll see alkohol on. NA?IDE 2 - Valisime va?lja u?he 3D koguperefilmi esilinastuse kinos. Kleepisime ta?iskasvanutele antavate 3D-prillide andurid kleepsuga kinni, nii et prillid muutusid pimedaks. Laste prillid ja?tsime kleepimata ja toimivateks. Filmi ette na?itasime treilerit koos oma reklaamiga. Filmi na?gemiseks pidid lapsevanemad oma prillidelt katted eemaldama. Lapsevanemad said oma nahal tunda, mis tunne on lapsel, kui teda ta?hele ei panda.
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