Advertising: Little Red Riding Hood Fights Back

Okay, this one is just fabulous. Wow, what a marketing budget, too.

To increase awareness and registration for their children’s self-defense classes, The World Black Belts Center in Dubai tackled this in an unconventional way. Nope, they didn’t reverse punch parents into registering their kids, instead Memac Ogilvy Dubai created an illustrated children’s book that’s based on the well-known story of Little Red Riding Hood. What happens in the end? Our little heroine courageously beats up the big bad wolf to save the day. A simple call to action on the back cover – “You Too Can Fight Back” – provides the reader with more information on self-defense classes for kids and directs them to register. The End.

Little Red Riding Hood Fights Back

Through the woods she walked
in her cloak of red,
Bound with food, for the side
of her grandmother’s bed.

Riding Hood met a wolf,
and the wolf he seemed nice
So she told him her plight,
and he gave her advice.

“Pick her some flowers”
is what the animal said,
as a plan began forming
inside his own head.

While she picked her flowers,
the wolf, off he ran.
They were both going to visit
Red Riding Hood’s Gran.

The wolf arrived first
at Grandmother’s gate,
He’d be quiet enough
and inside he would wait.

“Come in little red,
cried Gran from her bed.
But in came the wolf,
who swallowed her instead.

Red Riding Hood arrived
shortly after lunch,
and unleashed her fury
in one killer punch.

After eating poor granny,
the wolf didn’t know,
our heroine had a black belt,
in the art of Tang Soo Do.

Credits:
Advertising Agency: Memac Ogilvy & Mather, Dubai, UAE
Executive Creative Director: Till Hohmann
Creative Director: Dalbir Singh
Art Director: Regina Groffy
Copywriters: James Bisset, Kareem Shuhaibar
Illustrator: Regina Groffy
Via Ads of the World.