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Award: Wood Pencil

Wood Pencil / Online Advertising / Online Advertising / 2009

The digital films put viewers in the position of the charity, inviting them to interact with a series of troubled children. The campaign aimed to fire debate in society and show how, even after others have given up, Barnardo’s still believes in the most troubled children. Each ad asks viewers to see troubled children in the same way that Barnardo’s does. This enables them to look beyond the aggressive, violent youth before them to see a child who needs help. The interactive films ran as full screen HD ads – a first for this medium, creating huge impact in the online environment. The campaign was a great success: consumers interacted with the films for long periods of time and there was a very high replay rate, well above industry average.

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