By: Adnan Arnautlija
As part of the recently held Branding Conference in Sarajevo, organized by the agency Via Media, the first edition of the Young Lions competition was held in Bosnia and Herzegovina. This year Bosnia and Herzegovina will for the first time have its representatives in the global Young Lions competition, held as part of the most important global festival of excellence in advertising, the Cannes Lions festival of creativity.
This contest is not only an exciting competition, but also a project of socially responsible character, and in this spirit the partner of this year’s competition was UNICEF, which will cover the cost of travel for young BH lions, and in return receives the campaign created by the winning team.
Danijel Tepšić and Dajan Javorac from Banja Luka based agency Mania, who will leave for Cannes on the 16th of this month, won the competition with their PR campaign “Beat the sticks”, which aims to increase the awareness of parents and society that corporal punishment is an act of violence, and to increase awareness of the consequences of any form of violence.
With a courageous and provocative campaign, the young duo wanted to attract the attention of parents, the general public and the media, primarily to grab their interest and then to inform them about all the negative consequences that any form of violence against children wears.
The basic element that Danijel and Dajan conceived as a means of attracting attention are the objects from everyday life which parents have used for generations for “education and upbringing of children” by beating them. Thus, the range of items includes sticks, rods and even a rolling pin. Each of the items received an appropriate and humorous name, and a witty description that actually criticizes the people who use this method of disciplining their kids.
The objects would be offered as “products” that can be purchased in pop-up stores which aim to attract public attention. Upon entering the stores and seeing the products, visitors would then be informed of the negative consequences that these “educational” methods leave on children.
The campaign would be accompanied by digital and TV elements, and the basic message of the campaign is “Sticks for beating came from heaven. If they were any good, they would have remained there.”
