McCann Prague Heads to Little Tibet to Spotlight the Need for Science Classes
Playful campaign proves to be a hit, recruiting over 100 volunteer science teachers and raising thousands in donations
McCann Prague partnered with the Brontosaurus Movement (Hnutí Brontosaurus) – a non-profit organization developing projects on education - to create hilarious online video to bring awareness to Czech educators to initiate primary school science classes.
Brontosauři v Himalájích - Physics from McCANN Prague on Vimeo.
Brontosaurus in Himalayas is a Czech NGO educating local people in Mulbekh, small village in Little Tibet. In 2020 they are about to finish a new school science lab there. And they desperately need teachers. But how to convince Czech teachers to travel 6.700 km just to do their job, especially during the summer break? How to convince at least 60 Czech teachers and scientists to go and teach kids in a new school lab in Little Tibet, plus increase awareness of the client’s educational projects there?
The goal was to show that teaching kids in Little Tibet is totally different than in the Czech Republic as they get really excited about education. So McCann Prague together with director Marek Partyš (Bistro Films) and his team shot a „documentary video“ about Tibetan kid Dorjey and his friends who found a Czech Physics textbook. Despite not understanding a word in the book they start with experiments. And turn the whole village upside down, which drives their parents crazy.
The main role in the whole story plays an iconic Czech Physics textbook, easily recognizable by any Czech student and teachers as well. It’s a cultural reference making the video even more relatable to a Czech viewer.
The campaign ran just for 9 days and the results were incredible. 120 teachers and scientists answered our NGO's call and volunteered to go to Little Tibet. It even appeared on national TV. This made historically the highest traffic to the site of the client. Despite being limited to scientists, this campaign brings 1.5 times more volunteers than in the previous campaign targeted to everyone. Much to Dorjey’s mother’s relief.
• 120 teachers and scientists have signed up as volunteers.
• 100 000 views and 2000 shares in less than 24 hours.
• 813 000 views and 8200 shares in total.
• More than 1 200 000 people reached just on Facebook.
• 67 000 CZK in donations (even though this wasn’t the main goal).
• Made it to the main news and morning shows on national TVs.
• Former presidental candidate signed up as one of the volunteers
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Brand: Brontosauři v Čechách
Client: Hnutí Brontosaurus
Client’s representative: Jiří Sázel
Campaign title: “Physics”
Advertising Agency: McCann Prague
Agency website: www.mccann.cz
Group Creative Director / Copywriter: Jan Benda
Art Director: Marty Kraus
Account Director: Radka Bušová
Agency Producer: Roxana Pfeffermannová
PR & Communication Manager: Alice Reindlová
Chief Creative Officer Europe: Adrian Botan
CEE Creative Officer: Catalin Dobre
Creative Excellence Manager Europe: Carmen Bistrian
lbbonline.com, Thu, 12 Mar 2020 10:05:03 GMT
Production: Bistro Films
Director: Marek Partyš
DoP: David Hofmann
Producer: Jiří Ptáček
Prod. Designer: Aleš Něnička
Colorist: Ondra Štibingr
Postproduction: Universal Production Partners a.s. (UPP)
Sound design: Michal Vaněk, Beep studio
Cam. Rental: Panavision
Published: January 2020