Studio Brussels: SHARE YOUR PARENTS by Mortierbrigade Brussels for Studio Brussels

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Sebastien Devalck, Arnaud Pitz
Producer Patricia Vandekerckhove
Released June 2011


Cannes Lions 2011
Direct Lions Best Integrated Campaign Led by Direct Marketing Bronze

Credits & Description

Type of Entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Advertiser/Client: STUDIO BRUSSELS
Product/Service: CHARITY
Entrant Company: MORTIERBRIGADE Brussels, BELGIUM
DM/Advertising Agency: MORTIERBRIGADE Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster
Creative: Arnaud Pitz
Creative: Sebastien Devalck
Producer: Patricia Vandekerckhove
Marketing Manager: Peter Claes
Digital: Mathieu Michaux
Strategy Director: Stephanie Zimmermann
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.