| 标题 | Let Us Change The Lessons – Print 3/3 |
| 广告公司 | Mendeleiev |
| 广告战役 | Soldats Dernière Classe |
| 广告主 | Univerbal |
| 品牌 | Univerbal |
| 首次发布日期 | 2014 / 11 |
| 行业领域 | 人权 |
| 广告口号 | "For thousands of children in the world, the only school they know, is war". |
| 剧情简介 | More than 250.000 children are still enroled as soldiers in the world nowdays. Univerbal comes up here with a different angle, breaking the distance with the phenomena, in order to speak and touch the western audience by diverting the traditional photo class codes. Here in this video, a warlord is standing there in front of children sitting and learning how to make war. Highlighting the fact that child soldiers remain normalchildren but to whom we're not learning mathematics or arts, but war. |
| 哲学 | "For thousands of children in the world, the only school they know, is war". That's the claim of this crossmedia campaign raising awarness of child soldiers situation. The whole concept of the campaign is based on the duality between here and there. Demonstrate that the curriculum of thousands of children is not one of our children. We decided to replace the teacher by the warlord, true school of war master. What at first shock is the presence of children in a normal educational situation except that the teacher is no longer the one we usually see, the warlord replaced him. |
| 问题 | Lots of campaign has been done in the past around child soldiers cause. Univerbal wanted to speak in a diffrent way. To do something a little bit more unusual than displaying real child soldiers in combat or something dark. The other strain imposed was to distill the concept of curriculum, when a law on the change of school curriculums in France would hold the attention of the press Furthermore, as Univerbal is not one of the big NGO in France, they needed to push the audience to their landing page to make a donation and help them raise money for their last project “The New Seed” |
| 结果 | PRINT : More than 20 free press ads have been published around the Universal Children's Day TV : An estimated volume of 120K€ has been obtained on freemedia spaces WEB : Lots of big communities and medias in France such as Metro, Le Monde, Golem, Kobini, Fubiz relayed the social media mechanism with the hashtag #changeonsleprogramme Univerbal recorded an increase of more than +400% on their social networks and an increase of donations on the partners crowdfunding platform kisskissbankbank |
| 媒体类别 | 平面 |
| 长度 | |
| Soundtrack | Matthieu Kassovitz's voiceover |
| 更多信息 | www.univerbal.org |
| 战略企划 | guillaume CANTON |
| 制作经理 | Romain Guittet |
| 美术指导 | Thomas Czarnecki |
| 摄影师 | Thomas Czarnecki |
| 文案 | Florian Dupré |
| 导演 | Gregory Florent |
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