2018 Winners & Shortlists

SAFE INTERNET FOR KIDS

BrandCOMMUNICATION AND INFOMRATION TECHNOLOGY COMMISSION
Product/ServiceCSR: INTERNET
EntrantTBWA\FULLSTOP Jeddah, SAUDI ARABIA
CategoryOnline: Fiction & Non-Fiction
Idea Creation TBWA\FULLSTOP Jeddah, SAUDI ARABIA
Media Placement TBWA\FULLSTOP Jeddah, SAUDI ARABIA

The Campaign

We created the internet as a physical organic space that people visit. They can go to all sort of places when online. Facebook is a gallery, streets are filled of emails trucks delivering attachments. Our heroes are a programmed software that was unleashed in this universe by Dr. Bar'e to help save the children of the world for the dangers that are lurking around this world. We created these characters in a balanced way that all kids can link to: Male hero who's is brave and strong, female hero that is witty and smart and a cute droid that is a problem solver but with coding error that led to him being a coward. Each short episode will revolve around a wrong behavior that the leads to the kid being in trouble and needing aid. This allowed us to tackle sensitive topics such as pornographic content.

Creative Execution

The 9 films created in a limited motion graphics "cartoon". With limited budget we tried not compromise on the quality. The Campaign ran for a month during the 1st quarter of 2017 with other activities such as activations, training, gift items distributed at the same time.

The videos achieved overall views exceeding 2,500,000 with great PR coverage. In addition over than 1200 teacher were trained to handle kids with internets issues.

Internet safety for kids is very complicated and awkward at time. Advising kids to do or enter something online is tricky. When we started working on this brief we realized that in order for the message to be heard we needed to benchmark entertainment giants such as Disney and Marvel as this is our competition in terms of share of time. Kids need something they aspire to become and follow. We thought from an entrainments points view, the Internet is an organic space that we can visit. It is a dangerous land where anything can happen.

We identified different stakeholders and designed a different experience for each. For the kids, we chose to benchmark Pixar and Disney and creative an alternative universe that makes it possible to tackle the problem from a different point of view. We creative a hero in a logical way that allowed a clear backstory. The super heroes only exist in our world. So they not only believable but relatable too. We came up with a message that is very direct and clear "Be the Smartest" to make kids aspire to be follow.

Credits

Name Company Role
Omar Alabdali TBWA\FULLSTOP CEO
Loui Kofiah TBWA\FULLSTOP. Creative Director
Mohammed Abdulhamid TBWA\FULLSTOP. Illustrator
Mansoor Sindi TBWA\FULLSTOP. Sr. Copywriter
Links
Video URL