We Are Tilt and Collingwood Studying gained Greatest Accountable Digital Engagement with Children and Teenagers in partnership with SuperAwesome at The Drum awards within the Digital Industries class for its Smashed On-line marketing campaign. Right here’s what it’s essential find out about how the marketing campaign was developed and executed.
Credit score: Collingwood Studying
Worldwide alcoholic beverage firm Diageo teamed up with inventive company We Are Tilt and academic program improvement firm Collingwood Studying to develop Smashed, a marketing campaign aimed toward educating youngsters concerning the risks of consuming alcohol, and the way these could be averted. The marketing campaign culminated in an interactive movie which asks viewers to wrestle with tough questions surrounding underage ingesting.
The temporary: We’re Tilt and Collingwood Studying got down to create an academic movie that may empower younger youngsters (ages 11-13) to not succumb to see stress and to keep in mind that they’re in management once they’re confronted with the with the choice of whether or not or not they need to take a sip of alcohol. That movie would have to be accessible to youngsters in lecture rooms, at house, on cell units, and throughout a large variety of nations and cultures.
The concept: The manufacturers wanted to create a movie that may resonate with younger viewers. To that finish, they applied an brisk fashion of storytelling, coupled with high-quality manufacturing. Viewers are capable of work together with the movie’s characters by means of simulated FaceTime conversations.
The outcomes: Smashed has reached tons of of 1000’s of younger viewers to date, and 92% of the children who watched the movie and who had been subsequently surveyed stated that they’re much less prone to drink earlier than they flip 21 because of having considered the fabric. The movie is at the moment dwell in 23 nations.
This marketing campaign gained Greatest Accountable Digital Engagement with Children and Teenagers in partnership with SuperAwesome at The Drum Awards 2022. You may see all of the winners here.
The Drum Awards for Advertising are at the moment open for entry. Find out how you can enter now.
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