Agency: Ogilvy Greece
Client: Lacta
Project: Don’t Ever Leave Me / 2022
The Idea
A rise in domestic violence cases in 2021 in Greece, has stunned the nation, especially after 13 brutal femicides have been reported in media. Many of these murders have been called "love" crimes. Mondelez's Lacta, a chocolate brand that for years has been telling love stories in the form of Branded Entertainment films, chose to produce a short film that shows what a love story is not.
The 4-minute film titled "Don't ever leave me", directed by acclaimed Greek director Argyris Papadimitropoulos (Suntan, Monday), stars two young actors in what begins as a cliché love story but soon takes a darker turn into an abusive, toxic relationship. The film ends with a warning to women to be on the lookout for the telling signs of psychological and physical abuse, providing further information in cooperation with “Diotima”, an NGO devoted to Gender Rights and Equality.
The campaign on Social Media has instantly gone viral, trending on both Twitter and YouTube, with most major media outlets in the country reporting on it, causing a big discussion, ahead
of November 25, the International Day for the Elimination of Violence Against Women.
Credits
CCO: Panos Sambrakos
Group Creative Director: Aggeliki Kornelatou
Creative Director: Katerina Androuli
Senior Copywriter: Daphne Martinou
Senior Art Director: Panos Pagonis
Art Director: Vasiliki Christopoulou
Director: Argyris Papadimitropoulos
Awards
Gold Lion - Glass - Cannes Lions 2022\
Graphite Pencil - D&AD Awards 2022
People's Voice Winner - Webby Awards 2022
Grand Effie - Effie Awards Hellas 2022
2 Gold Effies, Effie Awards Hellas 2022
2 Silver, 1 Bronze & 1 Finalist, London International Awards 2022
Lacta - Don't Ever Leave Me - Case Study