Bufdir: The Lunchbox

Reaching out to potential foster parents, The Lunchbox campaign has the prime objective of calling those able to further action. As the Kickstarter to an awareness campaign for what many would perceive as in line with charitable causes, the ad has a large and important goal in site.
The advert was created by the advertising agency Kitchen Leo Burnett Oslo, Norway (a joint venture of Leo Burnett and Publicis) and it was directed by Jens Lien. It was produced by EINAR FILM.
Here, we share our thoughts on the effectiveness of this advertisement with scores out of 10 for memorability, effectiveness, style, heart, and execution. Have a read through this post for an overview of our first impressions:

Memorability – 8 / 10

It starts with an inviting soundtrack which continues to offer storytelling notes throughout. If you are not interested in parenthood, the scenes will have a very little lasting impact. For those that aspire to parenthood, however, the scenes offer very powerful notions that are sure to linger in the minds of target viewers. A positive ending ensures the benefits of taking action right away are cemented in the final impressions of the clip.

Effectiveness – 8 / 10

The ad’s purpose is to cling to those who have the potential to provide quality foster care. So it must appeal to men and women with strong maternal persuasions. The most important element of foster care is painted as “making a difference”. The difference between an unhappy, troubled child and one that is joyful, is good care. The ad is kept simple so that this clear and singular message is left pronounced above all else.

Style – 8 / 10

A lot of attention has been put into ensuring the scenes and characters in the piece are as typically “Norwegian” as possible. This instills a faint sense of patriotism as well as maternal duty. The soundtrack does a fine job of guiding the tone of the sequence from negative to positive with a rapid transition.

Heart or Humor – 8 / 10

The notion of a lunch making all the difference will resonate strongly both with current parents and those at the appropriate age to start fostering. The majority of the target audience will have a huge appreciation for food health which ties in seamlessly to this concept. It’s hard to conceive of any idea delivers more power than children with food. It speaks volumes to all parents but especially to mothers or women within the parenting life stage. An excellent example of drawing a maximized emotional bond from an everyday occurrence.

Execution – 8 / 10

The only aspect of this commercial worth faulting is the lack of “pull” in the opening scenes. It’s the kind of aesthetic and soundtrack that some viewers would flick away from given the chance. A more dramatic start could increase engagement. There are some however, that would argue the key weapon within this concept is simplicity. By stripping it back, viewers are exposed directly to the raw message depicted clear of music, dialogue and excessive background or action noise. Overall the ad works very well to highlight the importance of helping others. It builds to a final delivery that is perfectly in line with the brand’s objectives and leaves target consumers feeling urged to seek more information in the immediate future.