Leo Burnett Italy for WWF: Pets4Pets Project – Advertising thought by kids to get adults thinking

What about asking youngsters, instead of experienced creative directors, to create the strongest communication campaigns?

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Pets4Pets Project  taught little kids the secrets of the advertising industry; inviting them to imagine new social campaigns to help protect the animals they love the most. WWF, together with a team of creatives, photographers, illustrators, film directors, animators, post-producers and speakers helped students at an elementary school experience the whole creative process: from the brief, to the Pre Production Meeting, to the shooting, to going on-air. The result? Well see for yourself in the case video.

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The adventure starts in the classroom, then moves inside the creative agency and finally arrives on a production set. For all the experienced creatives there’s just one strict rule: “never ‘contaminate’ the kids’ ideas”, just offer them the production advice they lack. First Challenge: a print campaign.

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Second Challenge: a TV commercial.

The results

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“From the first sketch on a piece of paper, to 2 TV commercials, 4 radio announcements and 8 print campaigns, ready to go on-air”. For every creative piece, you can see the “before” and “after”: from the kids’ original sketches to the final executions ready to go on-air. One thing is immediately evident: the kids’ work is already 100% creatively effective.
The team of professionals just helped them “translate” their ideas into a language that adults can understand.

Advertising Agency: Leo Burnett Italy
Executive Creative Director: Francesco Bozza
Associate Creative Director: Andrea Marzagalli
Creative Team: Andrea Stanich, Sergio Spaccavento, Paolo Boccardi, Alice Crippa, Serena Micieli, Silvia Savoia
Executive Producer: Debora Magnavacca
Year: 2013



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