Best practice from Saatchi and Saatchi.
Childline wanted to let young people know they can now express how they are feeling as well as by phone.
Our idea was to use music and words so we created a fully interactive campaign based around mash-ups.
To do this we got world famous musician Paul Hartnoll from Orbital to collaborate with hot digital film director Dennis Lui.
Together they recorded real kids expressing themselves with just a single word or sound.
From this Paul created a unique music track. Dennis then projected the track with accompanying images on an urban landscape.
The footage was also turned into an ad. The ad drove kids to a website where they could create their very own mash-up and enter it into a competition where the winning entry would become a real TV ad.
Over 700 remixes were entered into the competition..
The winning ad, entitled ‘In My Head’ by Rach14, was chosen by Paul Hartnoll himself and aired on MTV.
The remixer tool helped raise awareness of the Childline site, which saw an increase in traffic by 65%.
To see this case study in depth play the video below.
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