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Respect APP

Úsmev ako dar s novou kampaňou

September 2007 / Úsmev ako dar s novou kampaňou

Spoločnosť Úsmev ako dar je najstaršou a najväčšou dobrovoľníckou mimovládnou organizáciou pre podporu detí žijúcich v detských domovoch. V tomto roku oslavuje 25 výročie svojho založenia.

"... aby každé dieťa malo rodinu” - tak znie hlavné motto projektu Úsmev ako dar už mnoho rokov. Zároveň je to headline novej reklamnej kampane. Základný vizuálny motív kampane vychádza z tieňohry. Jej hlavnou postavou je osamelé dievčatko. Napriek tomu, že vidíme len ju, tiene odhaľujú prítomnosť rodičov. Motív tieňov je naplno rozohraný v televíznom spote. Vizuálne pôsobivú hru tieňov v rôznych prostrediach (v parku, v meste, na lúke) obohacuje sugestívna hudba Michala Novinského, ktorej dominuje klavír.

Okrem televízie sa kampaň objaví aj na billboardoch, posteroch a pohľadniciach. V ďalšej fáze pribudne aj informácia o darcovskej SMS. Reklamná kampaň vznikla v agentúre Respect APP. Televízny spot v réžii Jara Ridzoňa v spolupráci s kameramanom Tomášom Sabom produkovala Protos Production.

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