Redbird, where I spend many productive hours every week, focuses on raising awareness and changing behaviour.
I’ve learned that when you’re trying to change the way people think and act, you have to get past their filters. Personal relevance is a good start. Provide them with insight into their own behaviour and its consequences.
It helps (quite a lot actually) if the vehicle for delivering this insight is as beautifully conceived and executed as this chilling spot from Fragile Childhood, a not-for-profit that’s been raising awareness and changing behaviour in Finland since 1986.
There are so many good things going on here – the craftsmanship is very high. The sound is nice and creepy. There’s a fantastic bit of acting from the boy at the end. Santa Claus and a bunny? Genius. What kid doesn’t love and trust a bunny?
But for all that, will it work? Will it slip past the filters of parents who drink too much and prompt them to ask the important question: Am I monster to my child?
Thanks to Kristen at Aasman Brand Strategy in Whitehorse for bringing this spot to my attention on the Aasman blog – which has tons of other good posts on advertising and marketing.