ING Direct Digital The Monster by Bassat Ogilvy & Mather Madrid, OgilvyOne Madrid

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The Monster

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Industry Yellow Pages & Directories, Public awareness
Media Digital, Interactive & Mobile
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Agency OgilvyOne Madrid
Released February 2013


Cannes Lions 2013
Cyber Lions Craft; Animation Silver
Cyber Lions Online Video; Interactive video Bronze

Credits & Description

Category: Public interest
Brand: ING Direct
Agency: Ogilvy Madrid
Country: Spain
"The monster that wouldnât let children go to school" is both a website and an interactive short film by ING DIRECT and UNICEF created by Ogilvy Madrid in which, if you want, you can play a main role.
Category: Public interest
Website URL:
Entry URL:
Client: ING Direct
Agency: Ogilvy Madrid
Production: OgilvyOne
Country: Spain
Name Company Position
Rocio Pontijas Ogilvyone Madrid Account Executive
Iciar Arbesu Ogilvyone Madrid Account Supervisor
Vanesa Porto Ogilvyone Madrid Account Director
Aaron Lago Ogilvyone Madrid Multimedia Produccer
Lissette Mireles Ogilvyone Madrid Multimedia Produccer
Carlos Guiard Ogilvyone Madrid Programmer
Javier Sanchez Ogilvyone Madrid Produccer
Carlos Albaladejo Ogilvyone Madrid Produccer Director
Sonia De Pedro Ogilvyone Madrid Copywriter
Sara Moreno Ogilvyone Madrid Art Director
Diego Gonzalez Ogilvyone Madrid Creative Director
Jesus Rasines Ogilvyone Madrid Executive Creative Director
"The monster that wouldn't let children go to school" was an interactive short film that could be watched on the website, where users played an important role: defeating the bad guy.
The short film told the story of a monster that went around the world stopping children from going to school.
There was only one way to defeat him: by using your mobile.
When the tension in the story reached its peak, the action stopped and users were given the opportunity to help the children. They could do this by sending an SMS to choose how they wanted the children to be freed from the monster.
Users were able to choose between four different options, and their messages reached the children in real time.