Winners & Shortlists


Name Company Position
Johan Molin Falu Rödfärg Managing Director
Axel Wennhall Rippler Communications Executive Creative Director
Lina Ekros Rippler Communications Account Executive
Mikael Ehrlington Rippler Communications Planner
Andrea Dahlenius Rippler Communications Project Manager
Mathias Öhlander Lundberg@co Art Director
Karolina Israelsson Rippler Communications Social Media Executive
Madelene Rydman Rippler Communications Pr Executive
Therese Modin Rippler Communications Media Specialist
Johanna Näsholm Rippler Media Specialist
Gustav Nord Flip/Flop Interactive Film Producer
Nina Wahlberg Flip/Flop Interactive Film Co/Ordinator
Mats Rigglöv Extrude Interactive Web Designer
Emil Forsbom Extrude Interactive Web Designer
Dennis Söderström Extrude Interactive Web Designer
Tomas Andersson Lundberg@co Account Supervisor
Tom Karlsson Flip/Flop Interactive Film Editor

The Campaign

In 2014, Falu Rödfärg, the original producer of the paint that coloured the famous swedish red cottage celebrates it’s 250-year anniversary. But how can a local anniversary make global headlines and take the brand 250 years into the future? In 2003, Swedish artist Mikael Genberg started his most daring project together with Swedens space elite – to put a red house on the moon. To make this happen - he turned to politicians and business leaders for help. However, by 2008 the world economy, and with it the project, hit a brick wall. Now in 2014 – the digital revolution has opened up new ways to spread and fund projects. Yet space remains only available to billionaires and states. So why not utilize this change to democratize space through The Moonhouse? Inspired by these new opportunities, Falu Rödfärg created a global crowdfunding campaign to revive The Moonhouse.

Success of the Campaign

With no paid media The Moonhouse became global news and reached over 900 million people all over the world. So far, 150+ articles has been written about the project. To name a few; Yahoo News, HuffingtonPost, The Guardian,, The Boston Globe, Gizmodo, The ShanDong Weekly, The Hindu, CnBeta, Cnet, Big Think, Dagens Nyheter, Brasil Post, NBC and Inquisitr. The 40 minute press conference was live broadcasted by Aftonbladet TV (Swedens largest web-TV station), TV4 (Swedens biggest TV-channel) and The strength of a PR-led campaign using visuals and films in all channels made 95% of the coverage include the cover picture and 60% included the 6 minute video about the project embedded. The media value to date is over 33 million EUR, netting a ROI of 2000%. But most importantly, the campaign set a new milestone in the history of Falu Rödfärg and moved the brand into the future.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

CROWDFUNDING PLATFORM/WEBSITE: We created a crowdfunding platform used as a hub for all curated content. All the communicative activities were executed according to a detailed plan to last throughout the campaign period in the following channels: PRESS CONFERENCE: The campaign launched at a press conference held in UNESCO world heritage Falu Mine. MEDIA RELATIONS: A press-kit focusing on photos, visuals and a film about the project was sent out to key target journalists and bloggers after the press conference. SOCIAL MEDIA AND AMBASSADORS: A Twitter account gave people a chance to ask questions and Sweden's first astronaut Christer Fuglesang was an ambassador. Facebook page with curated content and project updates. Instagram account with a competition held by one of Sweden's largest Instagram profiles @wisslaren. COLLABORATIONS: Oculus Rift VR-application to experience The Moonhouse on the Moon. rented out The Moonhouse. KICKSTARTER: A 40 days Kickstarter campaign integrated with The Moonhouse-hub.