Everyone knows separation and divorce are difficult for everyone involved, however in the heat of the moment parents sometimes say things that can have serious long term effects on children. SIRE (Foundation for Idealism in Advertising) and 180 Amsterdam have made “Kinderen Scheiden Niet”, a campaign designed create a new awareness about divorce, and just how harmful the effects of a ‘bad’ divorce can be for children. The campaign is called “Marked for Life” and it shows how the words you say in divorce can leave a mark forever. The TV commercial, print campaign and website portray young children marked by tattoos that repeat the words they overheard during their parents’ conflicts.
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SIRE’s project team included Diederick Koopal, Ruurd Hielkema, Astrid van den Oetelaar, André Roof, Ed Stibbe, Ton Winkelman, Pim Slierings and Danielle van den Eeckhout.
The Marked For Life campaign was developed at 180 Amsterdam by executive creative director/art director Andy Fackrell, copywriters Marianne Riphagen and Jessica Hartley, senior TV producer Chayenne de Witte, print producer/art buyer Maren Hermans, senior digital producer Anna Stolyarova, account manager Jessica Hartley, planner Simon Neate, digital planner Mandy Graham, post print producer Marlon Lee, retoucher Jan-Willem Dijkstra, head of studio Mark Kenny, graphic designer Markus Sabatlik, project manager (print) Anne-Marie van Overveld, digital art directors Nadege DeCastro and Matthew Steenburg, digital producer Colin Pueschner, user experience director Jonathan Conaty, digital copywriters Jessica Hartley, Marianne Riphagen, business affairs director Chris Barrand, business affairs managers Emilie Douque and Justine Young.
Models are Milo Quinton, Cerys Inkpen, Matthew Goodwin Freeman, Jack Goodwin Freeman, Amelia San, Eliot Carrington, Rosie Grey and Jessica Hann.
The TV commercial was produced at Partizan by director Ariel Kleiman, executive producer Madeleine Sanderson, producer Martin Poyner, director of photography Steve Annis, production manager Brett Webb, production assistant Georgia Hall.
Tattoo Designs were by Yomar Augusto (Graphic & Type Design) and Jan Paul Jansen at Admiraal Tattoo Studio.
Editor was Ben Jordan at Work Post, with assistant editor Charlie Moreton and offline producer Annabelle Cuthbert. Post Production was done at Finish by Flame artists Paul Wilmot, Jason Watts and Steven Murgatroyd, post producers Fi Kilroe and Cheryl Payne. Colorist was Paul Harrison at The Moving Picture Company with telecine producer Ellora Chowdhury.
Sound was produced at Wave Studios Amsterdam by sound mixer Alex Nicholls-Lee and producer Monique Wichard, sound designer Alex Nicholls-Lee.
Music is “Words” by The Bee Gees, (Barry Gibb, Robin Gibb, Maurice Gibb).
The print campaign was by photographer Laura Pannack, represented by Luke Pattinson, with 1st assistant Ollie Whitehead, 2nd assistant Callum Toy and digital technician Will Grundy.
The digital campaign was produced at Refunk, Amsterdam, by managing partners Mario Piepenbrink and Hessel van der Hoek, with hosting by Vellance.
The radio campaign was produced at Kaiser Sound Studios by sound engineer Ruben de Winther, producer Nathalie Tappin, with music “National Trust” by composer Ben Tomlin. Casting was by Stemna Casting and Kaiser Sound Studios. Voices were by Ignaz Bruens, Levi Pappie, Chayenne de Witte, Rene van Asten, Anna Broers and Marianne Riphagen
Media was managed at De Media Maatschap by planning director André Roof and buyer Michelle Rinkes.