Lasinen Lapsuus - Hirviöt / The Fragile Childhood - Monsters (2012, Finland)

For a child a monster can be real. One in four children in Finland experiences harm during their childhood caused by parental alcohol abuse. 

Fragile Childhood was founded in 1986 to provide as a resource to seek support for children of alcoholic parents. This Finnish organization is well known for its programs advocating responsible parenting when it comes to alcohol consumption, something deemed a deeply private and personal issue.

The ‘Monsters’ campaign aimed to make all parents and media talk about the child’s point of view, and by doing so, drive behavioural change in the nation. The campaign received over 9,000 media hits in the month after launch, and PR worth millions of euros. It was in the top ten most talked about topics in the political and social category in 2012, based on the Viral Video Chart. Three million views in the initial few weeks and months and thousands of media articles chewing over the content message across multiple countries quickly followed, including TV channels showing the disquieting on the likes of Euronews and CNN.

Advertising Agency: Euro RSCG, Helsinki, Finland
Creative Director: Marko Vuorensola
Art Director: Marko Vuorensola
Copywriter: Annu Terho
Account director: Nina Myllyharju
Project planner: Muusa Salminen
Production Company: Sauna@Grilli Films
Executive Producer: Petteri Lehtinen
Director: Mikko Lehtinen
Service Production: Studio Arkadena, Ljubljana
Producer: Hana Kovic
DOP: Jure Verovsek
Production Manager: Tina Pungartnik
Production Coordinator: Urska Vardijan
Art Director: Tina Fratnik
Production Designer: Spela Kropusek
Make Up: Alenka Nahtigal
Rabbit Costume: Gregor Lorenci
Casting: Ivona Ljubicic
Gaffer: Robert Oberc
Grip: Jure Jelovcan
Location Managers: Joco Zivc, Dragan Mladenovic, Tina Vojnic
Editor: Anders Meinander
Sound Design: Anders Meinander, Timo Anttila / Humina
Music: Tuomas Kallio
Post Production: Post Control
Colorist: Marko Terävä