Save the Children: advert-body-2 by Weber Shandwick
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Save the Children’s 'Biggest Unboxing Surprise EVER!!' video series features three unsuspecting children unboxing what they think are the latest and greatest toys. But when the contents are revealed – a positive pregnancy test, an ammunition belt and a pick axe with rubble – the children are shocked and confused.
Released to commemorate International Children’s Day and in conjunction with Save the Children’s first annual End of Childhood Report “Stolen Childhoods”, the videos take a hard look at the events – or childhood “enders” – such as adolescent pregnancy, extreme violence and child labor that rob one in four children worldwide of their childhood.
“Unboxing videos have become incredibly popular over the past several years, particularly with kids,” said Dan Jividen, vice president and creative director of Weber Shandwick, the global communications and engagement firm which helped conceive the idea for the video series with Save the Children. “By turning the genre on its head and having kids unbox items that represent the end of childhood for millions of children around the world, we were able to capture some authentic and emotional reactions – and bring some much-needed attention to this global issue.”
Credits
Agency: Weber Shandwick
Executive Creative Director & Chair, Global Creative Collective: Tom Beckman
Executive Creative Director: Jim Paul
Creative Director: Dan Jividen
Senior Copywriter: Ryan Cwiklinski
Senior Art Director: Rei Young
Senior Producer: Maureen Lynch
SVP, Account Management Supervisor: Victoria Baxter
President, Weber Shandwick South: Pam Jenkins
Production company: 71 Degrees North
Director: Martin Rodahl
Executive Producer: Neha Datt Schultz
Producer: Michael Nowicki
Editorial Freelance Editor: Christina Stumpf
Audio: Noisefloor
Sound Designer: Stosh Tuszynski
Client: Save The Children
VP, Marketing and Communications: Susan Ridge
Senior Director, Media & Communications: Eileen Burke
Director, Media Relations & Communications: Jordyn Linsk
Associate VP, Integrated Marketing & Brand Management: Kristen Lacey
Director, Integrated Marketing & Brand Management: Kandace Doyle
Sr. Director, Social Business Strategy & Innovation: Ettore Rossetti
Associate Director, Senior Producer: Matthew Morrison