Friends Print LIFE IS NOT A FAIRY TALE by Lowe Brindfors Stockholm

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Industry Against violence
Media Print, Magazine & Newspaper
Market Sweden
Agency Lowe Brindfors Stockholm
Creative Director Martin Bartholf, Rickard Villard
Art Director Richard Villard
Copywriter Peter Laurelli
Account Supervisor Stina Falklind-Gross
Typographer Anette Soderberg
Illustrator Tomas Lindell
Released December 2010

Credits & Description

Category: Fundraising & Appeals
Advertiser: FRIENDS
Product/Service: ANTI-BULLYING
Type Of Ad: Magazine
Date of First Appearance: Dec 13 2010
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Director: Villard/Bartholf
Copywriter: Peter Laurelli
Art Director: Richard Villard
Illustrator: Tomas Lindell
Typographer: Anette Söderberg
Account Supervisor: Stina Falklind-Gross
Advertiser's Supervisor: Andreas Drufva
Account Manager: Maria Carlsson
Other Credits: Repro: Rickard Dymling/Studio Ass: Patricia Miodek

English Translation of Main Headlines
The idea is using the fact the bullying is often happening in the dark. The adults have problems noticing it, and believe that the children's world is fairytale-like. This campaign for Friends (the most well-known anti-bullying organization in Sweden) uncovers the myth and shows how the reality really is – a child being bullied. But we wanted to do this without being to obvious and let the viewers discover the situation for themselves. We also used a very idyllic illustration manner to highlight the fact that the grown-ups too often think life for children is like a fairy.