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Clever print campaign by In The Company of Huskies highlights the power of literacy for charitable organisation SUAS
Dublin-based creative agency, In The Company Of Huskies, launch an intriguing print campaign for literacy charity, Suas. The campaign, developed by Cannes Young Lions winners and creative duo, Emily Blaney and Niamh Ryan, utilises newspaper print to deliver a powerful message – ‘when you can read everything, it changes everything.’
The two-sided newspaper ad contains a story, half of which is printed on one page and the other half is printed on the back. By holding the page up to the light, an illusion is created where the additional worlds appear through the thin newsprint paper. When the page is read without light the text tells the struggles of an illiterate child, however when held up to the light the message revealed is a positive one of what can be achieved when you can read everything.
Niamh Ryan comments: “With this campaign we wanted to show the power that literacy has to change the lives of children around Ireland. Learning to read, write and practice numeracy can open up a world of opportunities to them and impact greatly on their self-esteem. This brought us to our campaign idea: ‘When you can read everything, it changes everything.’”
Emily Blaney comments: “To bring this idea to life as a press ad, we wanted to instantaneously show potential volunteers the difference they could make to a child’s life by simply helping them learn to read. To do this we used the characteristics of our chosen medium to its full advantage.
The campaign will run in The Irish Independent, The Herald, The Sunday World, and Living Magazine on June 19th, 2018.
Client: Suas Ireland
CEO: John Logue
Creative Agency: In The Company of Huskies
Creative Director: Damian Hanley
Art Director: Emily Blaney
Copywriter: Niamh Ryan
Account Executive: Cillian McSweeney
Producer: Brian DailyMedia: INM
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How do you remind Danish tourists to protect their pale skin when they go on holiday abroad? You ask popular musicians on big holiday destinations to record songs about the Danes’ insufficient sun habits.
Then you ask locals to play the songs and music videos around beaches, restaurants, bars, hotels and other popular tourist spots to remind everyone to look after the Danes so they do not get sunburned. A melodic reminder right where Danish tourists are most vulnerable.
In a new initiative from The Danish Cancer Society and the Danish foundation TrygFonden, international artists from Greece, Thailand, Spain, France and Italy have written songs that poke fun at Danish sun habits. The highly entertaining music videos, each filmed and produced locally in the five countries, show Danish tourists through the eyes of the locals, but there’s a bit of all of us in the insightful portraits of clumsy tourists. You’ll have to be quite the globetrotter to not fall into some of the traps depicted in the campaign.
An international network 12.000 of volunteers
The idea stands on the shoulders of last year’s Help a Dane campaign that got worldwide media attention, when a choir of sunburned Danes sent out a hilarious call for help to the World. The plea generated 2.4 billion media impressions and more than 12.000 locals on popular tourist spots signed up to help the Danes in the sun, turning the stunt into a network of volunteers that got involved in sun protection on local beaches, tourist attractions and hotels – and of course, on social media.
A cultural melting pot
The campaign unites five countries towards a common goal: To help the Danes in the sun. But the campaign also has strong overtones of something bigger. The five songs are written and performed by local artists and the music videos were produced locally in the five countries, creating a culturally diverse campaign that builds on kindness and solidarity across borders. Beneath the fun and jokes, the success of Help a Dane is a welcome reminder that despite our cultural differences, the world is full of people who are willing to build bridges and help each other.
Local stars join the cause
The songs are as diverse as they are entertaining. Amongst the artists contributing to the campaign is the charismatic KENG TACHAYA from Thailand, who has more than 1 million followers on his YouTube channel. He’s joined by Italian indie musician COLAPESCE, the French electro duo BLEU TOUCAN, Greek boyband THE PLAYERS and the Spanish cult hero STANLEY SUNDAY who has directed the video for MENEO’s track.
Much needed help
The Danes need all the help they can get to stay safe in the sun. On a global scale, Denmark has the fifth highest incidence of melanoma. A key factor is that Danes love a holiday in the sun but forget sufficient sun protection when travelling abroad.
Watch the five music videos on HELPADANE.COM.
Stanley Sunday/O Creative Studio
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