A French study in June showed that children spent an average of 7 hours a day behind a screen during lockdown1. This has prompted Amazon Prime Video and its agency, Herezie, to launch a campaign promoting the streaming platform’s parental control settings.
To demonstrate why these are important, Herezie asked three Prime Video members, Jade (6 years old), Marilou (6 years old) and Thiago (5 years old), 3 very young Prime Video members, to use their imaginations to draw what the titles of some Prime Video Original series meant to them.
Controversial, violent series containing vulgarity, reserved for an adult audience (16+/18+) – series that they haven’t been able to watch.
The children were filmed as they drew and explained what they were imagining. Each film introduces a little human truth into the need for parental controls.
The children’s drawings have also been incorporated into an OOH campaign around Paris, promoting three Amazon Original shows. The children will become the youngest art directors in the history of Prime Video and will be credited for the campaign. Their work will be displayed next to the real posters of the series, drawing a parallel between the reality of the series and children’s interpretations of them.
“Behind the creative process of promoting Prime Video Originals (The Boys, The Man in The High Castle, Carnival Row), Prime Video reaffirms its position as a responsible brand, preferring that certain content be imagined rather than watched by children. Children who have incidentally spent more than an average of seven hours in front of screens during lockdown, some of whom must unfortunately have been exposed to potentially dangerous content. We wanted to remind people, using humour, how important these settings are,” stated Etienne Renaux and Paul Marty, executive creative directors at Herezie Group in Paris.
The Parental Control campaign launched on July 7 in France.
Agency: Herezie Group
Executive Creative Directors: Paul Marty & Etienne Renaux
Copywriter: Théo Castagné
Art Director: Rodolphe Pinta
Very Junior Art Directors: Jade, Marilou, Thiago
Chief Executive Officer: Andrea Stillacci
Account Director: Dimitri Boudnikoff
Account Manager: Marine Chenu
Community Manager: Douglas Antonio
TV Producer: Tanya Kozlova
Production Company: The CABS
Directors: The CABS
Client: Prime Video