‘Shhhhh... this is only for you...’
AGvHUWLVLnJ DJHnFy GUHy 6SDLn EURkH WKH GHfinLWLRn RI PDVV PHGLXP Ey LnFOXGLnJ D fiOWUDWLRn PHFKDnLVP ZLWKLn WKH PHGLD WR VHnG RXW D FRnfiGHnWLDO PHVVDJH VSHFLfiFDOOy WR D SDUWLFXODU DJH JURXS RI DXGLHnFH. TKH DJHnFy created an innovative secret campaign for Anar Foundation for kids to halt the problem of child abuse. Outdoor Asia reveals the secrets behind the success of the campaign...
In a new break away from traditional means, Grey Spain, utilised Lenticular Printing method to develop an innovative campaign to spread a message FRQfiGHQWLDOOy. $QDU )RXQGDWLRQ, D 6SDLQ EDVHG 1G2 that works against child abuse, wanted to create an awareness message about their foundation and their helpline number on the occasion of International Day Against Child Abuse. The foundation managed the European unique phone number 116 111 in Spain to help children and teenagers under a risk situation. The number was meant only for minors and could be used WR fiQG KHOS LQ D WRWDOOy DQRQyPRXV DQG FRQfiGHQWLDO ZDy. Consequently, the basic brief provided to the agency ZDV WR FUHDWH D FDPSDLJQ LQ D FRQfiGHQWLDO ZDy VLQFH kids were generally accompanied with adults and their aggressors with very limited resources at their disposal. The agency developed a creative considering the idea that child abuse is often visible only by the child who is suffering it. Therefore, in order to communicate to the children aged less than 11 years, two different messages using lenticular printing considering the age and average height of children and adults were used. The adults could see an awareness message, while children were able to see a different message offering them the Foundation’s number and other information by which the child could get in touch with them. Lenticular works by printing on the same support two different images to simulate movement. The view of each image will depend on the angle and the point of view. In this case, the lenticular worked upside and down. Adults and children from 8 to 11 years old have an average high in Spain. Considering this, the agency found a point that was visible only for children. On that SRLQW, WKHy KDYH SULQWHG D VSHFLfiF PHVVDJH IRU WKHP: WKH FRQfiGHQWLDO KHOS OLQH QXPEHU DQG WKH VLJQV RI violence on the child’s face. While working on the sensitive issue, the agency had to deal with several other issues aprt from the core issue RI VHQGLQJ RXW WKH PHVVDJH FRQfiGHQWLDOOy. 3ULPDULOy, WKH resources were limited. Also, the campaign was focused on one single day so the agency had only one chance to make it right. Finally, it was essential to draw the desired impact and to get that lot of efforts were put in to get the desired results. To overcome all the hurdles, the agency and the foundation worked as one team. Also, a press conference was organized in Spain to make it a piece of news and get to talk worldwide about this serious problem and the role of Anar Foundation. The impact generated by the campaign was uncountable. The agency managed to get more than 7.500.000 views in Grey Spain YouTube channel, in 4 days. In addition to that, social networking sites and blogs became talkative spots for the campaign. Expressing the satisfaction with the whole campaign, Antonio Montero, Creative Executive Director & Agency in Charge, Grey Spain explained, “We are happy and overwhelmed. When you create a campaign you always have the hope it is going to work, but what is happening is amazing, it is growing exponentially. This is the magic of advertising, the detail that makes it creatively possible to go beyond.”
“We are happy and overwhelmed. When you create a campaign you always have the hope it is going to work, but what is happening is amazing, it is growing exponentially. This is the magic of advertising, the detail that makes it creatively possible to go
beyond.” Antonio Montero, Creative Executive Director & Agency in Charge, Grey Spain