Bronze
Health & Wellness-Craft
Performance/Casting
| Entrant: | Ogilvy Greece, Athens |
| Brand: | Greek Ministry of Education |
| Title: | "Stop Bullying" |
| Corporate Name of Client: | Hellenic Ministry of Education, Religious Affairs and Sports |
| Client Company: | Onassis Foundation, Athens |
| Client President: | Antonis Papadimitriou |
| Client Strategy Directors: | Effie Tsiotsiou/Dimitris Theodoropoulos |
| Client Account Managers: | Dimitris Drivas/Daniel Vergiadis |
| Supporting Company: | Onassis Foundation, Athens |
| Agency: | Ogilvy Greece, Athens |
| Global Chief Creative Officer: | Liz Taylor |
| Chief Creative Officer: | Panos Sambrakos |
| Group Creative Director: | Maria Kanelopoulou |
| Associate Creative Director: | Vicky Pafa |
| Copywriters: | Tijana Prodanovic/Aglaia Matsouki |
| Art Director: | Elena Fyseki |
| Agency Head of Design: | Gert Tzafa |
| Agency Motion Designer: | Philippos Kostoudis |
| Agency Chief Technology Officer: | Manolis Mavrikakis |
| Agency UX Designer: | Dimitris Katsiferis |
| Agency Managing Director: | Lena Belibassaki |
| Agency Strategy Director: | Georgia Mantidou |
| Agency Business Director: | Matina Trigkidou |
| Agency Account Manager: | Nantia Antonelaki |
| Production Company: | Foss Productions, Athens |
| Director: | Argyris Papadimitropoulos |
| Executive Producers: | Michael Alexakis/Stylianos Cotionis |
| Cinematographer: | Thodoris Zacharakis |
| Post-Producer: | Dimitris Sionis |
| VFX Editor: | Tina Koubaraki |
| Editor: | Lambis Charalampidis |
| Color Company: | AnMar |
| Colorist: | Nikos Koronidis |
| Sound Designer: | Dimitris Barboutis |
| Scored By: | Vangelis Tountas |
| Casting Company: | Ready2Cast, Athens |
| Casting Agents: | Sophia Dimopoulou/Frangiskos Xydianos |
| Performers: | Konstantinos Pandis/Giorgos Alberto Georgopoulos/Dimitris Louskos/Kaiti Tsakalidou/Reggina Mandilari/Stelios Xanthoudakis/Malamatenia Gkotsi/Thanos Alexiou/Stephi Poulopoulou |
| Voice-Over: | Zoi Oikonomopoulou |
Description:
The Greek Ministry of Education wanted to encourage students to speak up and urge them and their parents to file reports in a new web platform at stop-bullying.gov.gr
To showcase the cycle of violence, we created a short film inspired by true events. The idea was to dramatize the TV reports Greek viewers had been watching every week on the news about one vicious bullying incident after the other.
In the film titled "Witnesses," we see three families watching a TV report about an attack by students on a schoolmate. The parents ask their kids if they know anything, and although they all deny it, viewers soon find out they're all involved in it, whether as observers, perpetrators, or victims themselves.
To achieve authenticity, we turned to art high schools to cast real 13-16-year-old students who could connect with the narrative as students themselves instead of resorting to hiring professional young actors who looked underage. To ensure realism, the students received guidance from a professional stunt coordinator.
The Greek Prime Minister presented the film, which became the headline story on all TV networks. Over 50 TV shows featured it, 250 news articles were published, and it was shown at schools around the country.
The film went viral, receiving over 5 million organic views on Instagram in a country with 8 million internet users.
Most importantly, the number of complaints filed through the new platform in the first week increased sevenfold compared to the average number collected previously.