Super Nanny TV Reality Show
SBT Broadcast Television
Issue 25 | January 2013
Agency
Publicis Brazil
Creative Team
Creative Directors: Hugo Rodrigues, Kevin Zung Copywriters: Guilherme Nesti, Luis Felipe Figueiredo Art Director: Antonio Correa, Art Buyer: Selma Momosse Photographer: Raul Raichtaler Studio Illustrator: Julius Ohta, Estudio Fuzion Producer: Rita Vilarim, Emerson Russo, Thiago Loureiro
Production Team
Post Production: Arizona/Burti Hd Videocase Director: Fausto Production Company: Farol Filmes Approval client: Glen Valente, Priscila Stoliar
Other Credits
Account Director: Tania Rodrigues Planner: Thiago Delfino
Date
Feb-June 2012
Background
The TV Reality Show Super Nanny is internationally famous for helping desperate parents deal with their badly behaved children.
The challenge was to draw parents’ attention to the TV Show and create awareness of Super Nanny’s eficiente methods to regain order in their households.
Idea
Toy stores receive thousands of parents per day. That was the right place to remind them about Super Nanny’s new season. So, they took advantage of this captive audience and developed a line of fictious toys that featured absurd ways to discipline children – Control Toys
Results
The toys were displayed in one of the biggest toy sotres chains in Brazil – a total of 54 stores – reaching an average of 216.000 parents.
Super Nanny’s audience figures grew by 26% versus the previous season.
Most importantly, the campaign made parents aware that educating children is still the best way to regain control over them