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Category
Copy
Annual ID
ADCN25_C012B
Project Summary
CobraCode is a 3-second message to warn teens about Cobra-6 fireworks in their language. Without words we reached 100% of the target group. Sometimes the best copy is no copy.
Idea
Hand and plastic surgeons are sounding the alarm. A growing number of minors are suffering life-changing injuries from illegal Cobra-6 fireworks. Amputations among young victims are becoming more frequent, and the situation is worsening every year.
- The number of Cobra-6 accidents has nearly tripled.
- 80% of Cobra-6 accidents result in amputations.
- More than half of the victims are under 18, with 42% even younger than 16.
It’s time to take action and warn teenagers about illegal Cobra fireworks. But how do we reach them? They scroll past ads, don’t want to be told what to do, and have an attention span of just three seconds.
- The number of Cobra-6 accidents has nearly tripled.
- 80% of Cobra-6 accidents result in amputations.
- More than half of the victims are under 18, with 42% even younger than 16.
It’s time to take action and warn teenagers about illegal Cobra fireworks. But how do we reach them? They scroll past ads, don’t want to be told what to do, and have an attention span of just three seconds.
Execution
How do we reach teens who hardly read? They scroll past ads, don’t want to be told what to do, and have an attention span of just three seconds.
We discovered teens used two emojis to buy and sell Cobra-6 fireworks on social media. A
We discovered teens used two emojis to buy and sell Cobra-6 fireworks on social media. A
Impact
Without copy the CobraCode campaign reached 100% of the targeted Dutch boys (13-17) and nearly 7 million TV viewers. It sparked a national discussion about the dangers of illegal Cobra-6 fireworks. With a total budget of 4.5K and no media budget.
And more important:
✅ Underage victims dropped by 36%
✅ Amputations from fireworks dropped by 20%
✅ Amputations from Cobra related fireworks dropped by 61%
While no direct causation can be proven, the campaign launched right before a significant drop of 61% in Cobra fireworks-related amputations
And more important:
✅ Underage victims dropped by 36%
✅ Amputations from fireworks dropped by 20%
✅ Amputations from Cobra related fireworks dropped by 61%
While no direct causation can be proven, the campaign launched right before a significant drop of 61% in Cobra fireworks-related amputations
2025 Awards
Total Points: 3
Bronze Lamp
Credits
Agency
Dobuntu / Amsterdam
Flority Agency / Amsterdam
Client / Brand
NVvH & NVPC / Meerssen
Creative Director
Chester de Vries
Eline Deutekom
Kim Nieuwenhuijs-Griffioen
Freelancer
Concept Kim / Amsterdam
Head of Marketing - Ocean Outdoor
Marlies Smits
Media Owner
Ocean Outdoor / Amsterdam
Snap Inc / Amsterdam
Plastic, Reconstructive and Hand Surgeon - NVvH & NVPC
Ernst Smits
Press officer
Richard Dubbeld
Senior Client Partner - Snap Inc
Matthijs Jaakke
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