TASK:

“What do you want to become?” A question that every young person faces at some point. The #parentsonboard initiative supports parents in all aspects of their role in their children’s career choices. In order to draw attention to the project of the Bildungswerk der Bayerischen Wirtschaft, short video spots for social media were to be created.

CONCEPT:

Already in the conception phase, we decided on a social-first approach. We have optimized the spots for smartphones and written them short and crisp so that they don’t get lost in the noise of social networks. Our spots for #parentsonboard “The Wrong Profession” make it clear to parents that they should be interested in their children’s career choices. With a horror scenario: “What if your child takes up the completely wrong profession?” The examples of the professions had to be as blatant as possible so that each spot unfolds its full effect. Showing children as drug dealers and pimps requires courage from the client, especially if it is a state sponsor. The result? A courageous social media campaign for a state-funded project!

IMPLEMENTATION:

With a good dose of winks and clichés, we staged the unwanted professions with young actors. We carefully planned and adhered to the requirements for shoots with minors and were still able to produce all three spots on a single, tightly timed and effective shooting day.

One of the most important details was the costumes for the climax of the film, when the children reveal their profession, which we brought to life with loving details, accessories and props.

In addition to optimizing for the social media campaign, we also paid attention to accessibility and subtitled all clips. The thumbnails show the emotions of the parents and the concise text “Parental Shock” to arouse curiosity about the video.

SUCCESS:

The video campaign is running successfully on the Instagram account @schulewirtschaft_bayern. The clips have reached a reach of over 100,000 and are the most commented and most liked content on the channel. On the parentsonboard.de website, the video also welcomes visitors to the homepage.

In addition, a joint follow-up project was created, in which we produced 20 Instagram Reels with informative explanatory content about choosing a career.

LINKS:

Account: Schulewirtschaft Bayern Instagram

Video 1: Reel 1

Video 2: Reel 2

Video 3: Reel 3