2012 Results

CAT 10 - Public Interest (TVC)


Havas Worldwide Helsinki (FINLAND)

Fragile Childhood (Parental Alcohol Awareness), "Monsters"10-01796-TVC

Agency (city): Havas Worldwide Helsinki

Creative Director(s): Marko Vuorensola

Copywriter(s): Annu Terho

Art Director(s): Marko Vuorensola

Production Company (& City): Sauna@Grillifims

Film Director(s): Mikko Lehtinen

Production Company Producer(s): Petteri Lehtinen ( Executive Producer )

Agency Producer(s): Paul Earl

Account director: Nina Myllyharju

Project coordinator: Muusa Salminen

Service Production Company: Studio Arkadena

Producer / service production: Hana Kovic

DOP: Jure Verovsek

Production Manager: Tina Pungartnik

Production Coordinator: Urska Vardijan

1st AD: Tina Fratnik

Production Designer: Spela Kropusek

Make Up: Alenka Nahtigal

Rabbit Costume: Gregor Lorenci

Casting: Ivona Ljubicic

Gaffer: Robert Oberc

Grip: Jure Jelovcan

Editor: Anders Meinander

Sound Design: Anders Meinander & Timo Anttila @ Humina

Music: Tuomas Kallio

Post Production: Post Control

Colorist: Marko Terävä

Flame Operator: Sakari Raappana

Short explanation

Based on the insight that alcohol changes the way we behave – especially in the eyes of emotionally immature children – We created “Monsters”: a campaign film designed to provoke media debate and make people discuss about it. It encouraged viewers to visit the organization’s Facebook pages and share their thoughts – even anonymously – on parental alcohol use. Also published in YouTube both in Finnish and English, the film exploded, and the powerful execution resonated with viewers on every continent.

The film went viral, and within five days, picked up a million YouTube hits. Both the film and issue-at-large were discussed on CNN, Huffington Post, CBS, NBC, RTL, MSN, Fokus, Der Spiegel, BBC and many other major media outlets worldwide. Locally, the campaign achieved blanket coverage in TV, print, and online media far beyond our client’s expectations. Today, total views on YouTube have exceeded 1.75 million and still growing.


For a child a monster can be real and close by.

A recent study among teenagers reveals that in Finland one in four children experiences some harm or emotional disturbance caused by their parent’s use of alcohol during their childhood. The A-Clinic’s “Fragile Childhood” campaign team asked us to promote discussion around this difficult subject.