Title	THE PALE COMPLEXION EXAMINATION
Brand	NORWEGIAN AIRLINES
Product/Service	SUN & SEA DESTINATIONS
Category	A01. USE OF SCREENS IN A MEDIA CAMPAIGN
Entrant Company	KITCHEN LEO BURNETT Oslo, NORWAY
Advertising Agency	KITCHEN LEO BURNETT Oslo, NORWAY
Media Agency	VIZEUM Oslo, NORWAY
Production Company	ADFORM Oslo, NORWAY

Name	Company	Position
Christian Hygen	Kitchen Leo Burnett	Copywriter/Creative Leader
Per Erik Jarl	Kitchen Leo Burnett	Art Director/Creative Leader
Thomas Askim	Kitchen Leo Burnett	Copywriter
Eirik Stensrud	Kitchen Leo Burnett	Art Director
Ellen Sørnes	Kitchen Leo Burnett	Account Director
Pia Lystad	Kitchen Leo Burnett	Graphic Designer
Rune Roalsvig	Kitchen Leo Burnett	Account Director
Aram Zarkoob	Kitchen Leo Burnett	Creative Producer
Mindaugas Brazga	Adform	Creative Account Manager
Billy Jenkins	Adform	Rich Media Solution Manager
Ketil Øye	Adform	Business Development Director
Kristian Hødnebø	Jcdcaux Norge AS	Senior Sales Outdoor
Christian Lindemann.	Vizeum Norge	Digital Director
Simen Kjær	Vizeum Norge	Account Manager/Digital Advisor
Cecilie Haugli	Vizeum Norge	Account Manager

Results and Effectiveness

One new person attended every two minutes. Something we think is good considered that the involvement process took time (participant had to fill in personal details, contact address and a consent. Then the participant was photographed). Oslo Central Station is also a transit place where people usually are in a hurry. Therefore, it is evident that activity caught people's attention. Beyond the actual participation it was a goal to show people's participation in the brand through exposure on the screens at Oslo S. Something that worked very well through ADFORM technology and interaction with the digital surfaces at Oslo S

Creative Execution

The creative idea demanded an interactive digital solution that would refresh instantly in a 'offline' media. We needed hosting technology normal for traditional display ads (online banner ads) for digital out of home. The media team collaborated with media owners and ad hosting technology to create digital out of home spaces equal to traditional online display placements. The result is the first digital out of home ad hosted by a display ad company (as far as Vizeum, JCDecux and Adform knows) enabling an interactive solution with the simplicity as traditional display

Insights, Strategy and the Idea

Norwegian Air wanted to increase people in Oslo´s knowledge about their wide range of sunny destinations. The insight behind the campaign is that the great contrast (between Norway and the destinations) triggers people´s longing for trips to warmer places. The interactivity of the campaign allowed us to use the target group´s own 'winter gray' skin as the contrast to the vivid warm destinations The idea & execution: We developed an software that could measure the saturation and the greyness in peoples skin. Then we made an event on Oslo Central Station, were people could compete in being the most winterpale person in Oslo. Passersby where photographed, skintone were measured and the results were directly feeded on to the screens inside and outside the station area and on the Norwegian Facebook fanpage. The winner would win a trip for 4 persons to Gran Canaria.