Brief
Design an experience or campaign that speaks to the parents and guardians of 15-17 year olds who want to encourage their kids’ desire for freedom/adventure/independence.
Problem
Parents find it uncomfortable and awkward to talk to their children about fiances. These parents find talking about finaces as awkward as having The Talk with their teens.
Insight
Parents find having awakard conversations in the car is the easiest way to discus uncomfortable topics including finances with their teens. This is because a car conversation means a casual, non eye contact discussion with a set time limit - the car ride duration.
Target Audience
The parents and guardians of UK-based 15-17 year olds. Wise can’t market directly to under 18s, so you’ll need to create a solution that persuades their parents and guardians.
SMP
Get parents to grant their kids their travel wings with Wise
Creative Idea
We though teen parents see having The Talk as an uncomfortable but neccesary part of raising their cildren as they grow up and want to explore the world. We thought if you can talk to your teens about sex, why can't you also talk about finances. Thus, Be Wise Let's Talk was born. We encouraged parents of teens all over the UK to have the Wise talk with their kids as a key step in developing their travel wings. Based on the car conversation insight, we developed a full campaign that focuses on encouraging all of the awkward conversations while driving your teens around town.
I collaborated with Claire Tauro and Coco Dawson to create this D&AD Submission. We all worked together to develop this campaign, however I worked primarily in the Art Director role, Claire worked mainly in the Copywriter role and Coco worked as strategy and an all rouder. We were all passionate about taking on this campaign and making something that could make a real difference in peoples lives.