| Title | SINGING SAILOR |
| Brand | THE SWEDISH PEACE AND ARBITRATION SOCIETY |
| Product/Service | SUSTAINABLE PEACE AND HUMAN RIGHTS |
| Category |
B03. Use of Other Digital Platforms |
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Entrant Company
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ÅKESTAM HOLST Stockholm, SWEDEN
|
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Advertising Agency
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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 |
Brief Explanation
Something scary is going on in the Baltic Sea. In the search for foreign submarines, the Swedish military just had their biggest mobilization for decades. But, they found nothing. Voices in Sweden are being raised to re-arm and increase the military budget with 1.9 billion dollars. It's all hands on deck, even for The Swedish Peace and Arbitration Society, the world's oldest peace organization.
The Swedish Peace and Arbitration Society took aim at Russia's greatest weaknesses: homophobia.
Results and Effectiveness
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.
Creative Execution
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.
Insights, Strategy and the Idea
If weapons had functioned as a conflict solving method there would have been peace in the world a long time ago. The strategy was to use three hot topics: Re-armament, the Swedish fear of Russian submarines and Russia's conditions for LGBT people.
In times of unrest, love and peace across boundaries are more important than ever. The Singing Sailor is a contribution to the debate that we should shift military resources into development and rethinking security – instead of falling back on territorial defense, conscription and rearmament. The world doesn't need more weapons.