Agency (city): TRY/ APT Advertising Agency Copywriter(s): Lars Joachim Grimstad Art Director(s): Egil Pay Agency Producer(s): Cathrine Wennersten Account Director: Morten Polmar Designer(s): Marianne Arnesen Eskeland/ Markus Lind Doll Maker(s): Pjotr Sapegin/ Kristin Günther Sound Designer(s): Eskil Paus/ Hans Kristian Printmaster Heide Advertiser's Supervisor: Jo Nesbø/ Trygve Aaslund Mac Designer: Ole Jakob Boe Skattum/ Kenneth Svaeren Short explanationOur task was to launch the childrens book 'Doctor Proctor and the end of the world. Maybe'
about Doctor Proctor, the children Bulle and Lise and their fight against the cruel monster The
Moon Chameleon. We had a small budget of $ 100 000,- to cover everything - our fees, production, media spending. Knowing books are losing the battle for childrens attention in Norway and sales are going down we knew we couldn't go the traditional way.
We had to create as much buzz, attention and PR as possible - and in the end sell at least
15 000 copies of the latest Doktor Proctor book.
We came up with the creative idea of making a big exhibition of full sized monsters:
'Doktor Proktors Sensational Collection of Animals You Wish Did Not Exist'.
Starring the Moon Chameleon as the main attraction, but also showing 23 other monsters.
Some of them we found in the Doktor Proktor books, some of them we made up.
Together with the exhibition we wrote a childrens book about the animals of the exhibition.
The whole project went from being an advertising campaign to a news story and we set up
an ambitious PR plan, including all big tv networks, radio stations, printed and online media. DescriptionThe childrens book "Doctor Proctor and the end of the world. Maybe." | 
