Vuilgebekt Kinderkoor
Issue 22 | March 2012
Agency
Duval Guillaume Modem
Creative Team
Koenraad Lefever and Dries De Wilde
Date
December 2011
Background
The main goal of the campaign was to raise awareness of De Opvoedingslijn. This is an organisation that helps parents deal with problem kids.
Idea
In 2010, De Opvoedingslijn had run a campaign in shopping malls in Ghent with a humorous series of intercom announcements concerning Little Robin.
For 2011, they wanted a sequel, which would build on its success and help get them established as a brand.
The organisation understood that even well-behaved children could be difficult to raise and that insight led to the idea of getting a choir to sing Christmas carols. The children all looked sweet and angelic but the lyrics they sang were disgraceful.
A choir is supposed to be disciplined but the warning to passers-by was that there might always be a hidden bully or a problem kid in among them.
The carols ended up with the choir singing “Raising a child isn’t easy. Call us if you need help.”A video was released onto Youtube and social media used to get people to go to view it.
Results
So far there have been more than 900,000 views on Youtube and many phone-calls for advice, but the results have yet to be fully analysed.
However, between the two campaigns of 2010 and 2011, De Opvoedingslijn is now a name known throughout Belgium.
Our Thoughts
Background
The main goal of the campaign was to raise awareness of De Opvoedingslijn. This is an organisation that helps parents deal with problem kids.
Idea
In 2010, De Opvoedingslijn had run a campaign in shopping malls in Ghent with a humorous series of intercom announcements concerning Little Robin.
For 2011, they wanted a sequel, which would build on its success and help get them established as a brand.
The organisation understood that even well-behaved children could be difficult to raise and that insight led to the idea of getting a choir to sing Christmas carols. The children all looked sweet and angelic but the lyrics they sang were disgraceful.
A choir is supposed to be disciplined but the warning to passers-by was that there might always be a hidden bully or a problem kid in among them.
The carols ended up with the choir singing “Raising a child isn’t easy. Call us if you need help.”A video was released onto Youtube and social media used to get people to go to view it.
Results
So far there have been more than 900,000 views on Youtube and many phone-calls for advice, but the results have yet to be fully analysed.
However, between the two campaigns of 2010 and 2011, De Opvoedingslijn is now a name known throughout Belgium.