| Title | CHARITY ARCADE |
| Brand | SWEDAVIA SWEDISH AIRPORTS |
| Product/Service | RED CROSS |
| Category |
A06. Use of Ambient Media: Large Scale |
|
Entrant Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Advertising Agency
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Credits
| Andreas Ullenius |
Åkestam Holst |
Creative Director |
| Erik Nordenankar |
Åkestam Holst |
Art Director |
| Johan Wahlberg |
Åkestam Holst |
Art Director/Innovative Producer |
| Kalle Åkestam |
Åkestam Holst |
Copywriter |
| Adam Reuterskiöld |
Åkestam Holst |
Copywriter |
| Fredrik Burman |
Åkestam Holst |
Account Director |
| Mirja Hjelm |
Åkestam Holst |
Account Manager |
| Lisa Adamsson |
Åkestam Holst |
Planner |
| Sara Bellafesta |
Åkestam Holst |
Graphic Designer |
| John Müllersdorf |
Åkestam Holst |
Production Manager |
| Marcus Lundvall |
Åkestam Holst |
Studio Assistant |
| Eric Karlsson |
Åkestam Holst |
Film Photographer |
| Jacob Stjärne |
Åkestam Holst |
Client Supervisor |
| Jonas De Geer |
Freelance |
Editor |
| Michael Persson Gripkow |
Swedavia |
Advertiser's Supervisor |
| Pär Wilhelmsson |
Swedavia |
Advertiser's Supervisor |
| Yvonne Boe |
Swedavia |
Advertiser's Supervisor |
| Åsa Öhman |
Swedavia |
Advertiser's Supervisor |
Brief Explanation
Swedavia Swedish Airports and the Red Cross have had a partnership for years, something few people know bout. Our mission was to highlight the partnership and increase liking for both brands.
Results and Effectiveness
The simple image of the Charity Arcade hit a nerve online, and is one of the very few campaigns that can claim being number one on all of Reddit, and more upvoted than the latest Star Wars trailer on Sweden's largest blog-network. This sparked a massive, 100 percent organic buzz, after two weeks the reach was over 350 million people, putting the Red Cross and the Swedish Airports in the global spotlight together.
Creative Execution
To re-vitalize the partnership, we used something they've already had together for decades: The transparent donation boxes for foreign coins at the airports. We rebuilt them into arcade classics, making it possible to play Ms Pacman, Galaga and Space Invaders with any coin from the entire world.
So from now on, travelers at the major Swedish airports can donate their foreign currency while waiting for bags and connecting flights in a more fun way.
Insights, Strategy and the Idea
One big challenge of the campaign was the relatively small budget considering the objectives. So, by combining the old transparent donation boxes with old arcade classics we created a simple but still unique story that was suitable and newsworthy for media outlets.