Winners & Shortlists

PLAY IN THE SHADE

TitlePLAY IN THE SHADE
BrandTHE SWEDISH CANCER SOCIETY
Product/ServiceCANCER PREVENTION
Category C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company VOLONTAIRE Stockholm, SWEDEN
Advertising Agency VOLONTAIRE Stockholm, SWEDEN

The Brief

Our task was to do something about the fact that Melanoma has doubled in Sweden over the last 10 years, in doubt of numerous information campaigns. In a country where less than four hours of daylight a day is normal, conveying a message that tells people to avoid the long-lost sun when it’s finally out is somewhat tricky. To achieve anything with such a tough challenge, we had to create a positive idea, in line with popular culture, that creates curiosity and invites to participation. The campaign was launched the day of the premiere of the World Cup in Brazil.

Creative Execution

The creative execution was a way to physically protect people from the sun while helping them be active and have fun, rather than being tormented by negative messaging about what they cannot do. Creatively, the solution is the first of it’s kind technically as well as one of very few positively charged messages that have gone viral about sun safety. The positive aspect is imperative for The Swedish Cancer Society that aims to be the most modern in the world, thus steering clear of negative messaging.

Describe the creative solution to the brief/objective.

The idea was called Play in the Shade, the world’s first Shadow Soccer Field – a shaded soccer field to be placed in any park. The lines are created by sunlight, making it visible only when the sunlight is harmful. This made it an instant topic of conversation, fuelled by the world’s biggest show in Brazil. The goal was to outperform the regular communication in social media by three times, get 12 or more press clippings and generate a PR value that equals the project budget, or €50,000.

Results

The communication in social media outperformed the regular communication by 500%, which is 200% better than our goal. In terms of press clippings, the result was more than 8 times better than projected, resulting in 101 clippings. The PR value is estimated to €1,3 million, which means a return on investment that is 24 times higher than the budget (€50,000). But most importantly, similar organizations from all over the world have asked the Swedish Cancer Society on how to bring the concept to their region. A task that is now in the planning stages for 2015.