| Title | SINGING SAILOR |
| Brand | THE SWEDISH PEACE AND ARBITRATION SOCIETY |
| Product/Service | SUSTAINABLE PEACE AND HUMAN RIGHTS |
| Category |
A09. Original Branded Digital or Social media |
|
Entrant Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Contributing Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Credits
| Andreas Ullenius |
Åkestam Holst |
Creative Director |
| Adam Reuterskiöld |
Åkestam Holst |
Åkestam Holst Åkestam Holst Åkestam Holst Åkestam Holst Åkestam Holst Åkestam Holst Freelance Positi |
| Fredrik Josefsson |
Åkestam Holst |
Art Director |
| Johan Eklund |
Åkestam Holst |
Producer |
| Johan Wahlberg |
Åkestam Holst |
Innovative Producer |
| John Müllersdorf |
Åkestam Holst |
Innovative Producer |
| Eric Karlsson |
Åkestam Holst |
DoP/Editor |
| Kalle Peterz |
Åkestam Holst |
Web Developer |
| Jessica W Sandberg |
Freelance |
Communications Director |
The Campaign
In the search for foreign submarines last year, the Swedish military just had their biggest mobilization for decades. But, they found nothing. Voices are heard for more resources.
The Swedish Peace and Arbitration Society, the world's oldest peace organization want the world to think in new ways instead of falling back on territorial defense, military service and rearmament – the world does not need more weapons.
The Singing Sailor is a subsurface sonar system installed into the sea in the archipelago due east of Stockholm. It sends out the Morse code: 'This way if you are gay'. The Singing Sailor also features a neon sign with a sailor waving his white flag above the text 'Welcome to Sweden - Gay since 1944' (the year Sweden as the first country in the world legalized homosexuality). Interesting info for any submarines passing close by.
The media impact:
After a fortnight in the archipelago due east of Stockholm, the Singing Sailor's reach was 1.5 billion people. Without any media money spent, The Singing Sailor created a 100 percent organic buzz. People from 146 countries have seen his video and he was on CNN to Moscow Times. The Nobel Prize committee tweeted the campaign and the Swedish Peace and Arbitration Society has been quoted in every possible media.
After a fortnight in the archipelago due east of Stockholm, the Singing Sailor's reach so far is 1.5 billion people. Without any media money spent, The Singing Sailor created a 100 percent organic buzz. People from 146 countries have seen his video and he was on CNN to Moscow Times. The Nobel Prize committee tweeted the campaign and the Swedish Peace and Arbitration Society has been quoted in every possible media.
He has been on AP, AFP, Reuters, Huffington, CNN, Moscow Times, BBC News, Washington Post, Saturday Night Live, New York Post, The Independent, Discovery, Reddit, CBS News, Diário de Notícias, The Daily Mail, Yahoo News, The Swedish Television, Radio Sweden, NRK, LBTQ Nation, ABC News, The Guardian, Rai, Metro Canada, Discovery News, New York Times, The Telegraph, Gay Star News, Frontiers Media, UPI, Edge Boston, CNET, Buzzfeed News, France Info, Chicago Sun, France 24, Die Welt and more.
Foreign submarines are lurking around the archipelago due east of Stockholm and despite millions of tax dollars spent; The Swedish Armed Forces can't find them.
The Singing Sailor cost a fraction of the Swedish navy's unsuccessful submarine hunt but has achieved so much more. He is a contribution to the debate that we 2015 should move military resources into alternative, collaborative conflict resolution methods.