| Title | THE FIELD MOBILE |
| Brand | UNICEF |
| Product/Service | AWARENESS MESSAGE |
| Category |
A07. SOCIAL FOR MOBILE |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Agency
|
MAXUS GLOBAL Stockholm, SWEDEN
|
|
Production Company
|
ACNE PRODUCTION Stockholm, SWEDEN
|
Credits
| Helena Nyström |
Forsman/Bodenfors |
Account Supervisor |
| Lena Birnik |
Forsman/Bodenfors |
Account Manager |
| Johanna Hofman/Bang/Agnes Stenberg/Schentz |
Forsman/Bodenfors |
Art Director |
| Marcus Hägglöf/Jacob Nelson |
Forsman/Bodenfors |
Copywriter |
| Nina Anderssson |
Forsman/Bodenfors |
Designer |
| Niklas Lindström/Helena Wård |
Forsman/Bodenfors |
Agency Producer/Digital |
| Magnus Kennhed |
Forsman/Bodenfors |
Agency Producer/Film |
| Torbjörn Martin |
ACNE Production |
Director |
| Olle Lindgren |
ACNE Production |
Producer |
| Upright_gothic_011_012_it_begins_/Full) |
Upright_gothic_011_012_it_begins_/Full) |
Musik |
| Petur Mogensen |
ACNE Production |
Executive Producer |
| Torbjörn Martin |
ACNE Production |
Editor |
| Torbjörn Martin |
ACNE Production |
D.o.p |
| Plop |
Plop |
Sound Design Arrangement |
Creative Execution
On live national TV Jenny gave her phone to UNICEF. From one day to another Jennys social platforms changed from selfies with kittens to pictures of newly registered babies in Uganda. We posted films, pictures and descriptions of the mobiles work on Jennys Instagram and Twitter, and Jenny wrote about what her phone was up to on her blog and column in one of Swedens largest newspapers. You could follow the phone and learn about sms-technology on a campaign site. On the 22th of april Jenny got her phone back on live national television, and she went through the content.
The campaign reached an estimated 1,5 million people and contributed to that UNICEF a week later broke the record on the annual fundrasing TV-gala with 22 455 new montly donors. Adding up to 2.9 million euros a year.
UNICEF has developed a method of registering newborn babies with the use of mobile phones. Thousands of mobile phones are put to use by UNICEF. How can we, with no budget at all, show people what an important job UNICEF and mobile phones do everyday, and this way make people rely on UNICEF as an innovative organisation? We decided to let a mobile phone do the job.
Jenny Strömstedt is a famous TV-host, blogger, instagrammer and tweeter.
Her phone reaches hundred and thousands of people every day. We borrowed it and sent it to Uganda, to work as a UNICEF field mobile. While Jenny herself stayed at home. For one week her phone registered newborn babies, sent case records and did all the other things a regular UNICEF mobile does. Everything was posted on Jennys social platforms, for all her followers to see and share.