| Title | 805 MILLION NAMES |
| Brand | UNITED NATIONS WORLD FOOD PROGRAMME |
| Product/Service | FIGHTING HUNGER WORLDWIDE |
| Category |
B04. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
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Production Company
|
NEW LAND Stockholm, SWEDEN
|
Credits
| Fredrik Jansson/Karolina Widell |
Forsman/Bodenfors |
|
| Staffan Lamm/Andreas Malm |
Forsman/Bodenfors |
|
| Hans Andersson |
Forsman/Bodenfors |
|
| Martin Johansson |
Forsman/Bodenfors |
|
| Alexander Blidner/Jens Odelbring |
Forsman/Bodenfors |
|
| Peter Gaudiano |
Forsman/Bodenfors |
|
| Gustav Johansson |
New Land |
|
| Niklas Johansson |
New Land |
|
| Robin Siwe |
Callboy |
|
| Sophie Tamm Christensen |
New Land |
|
| Eric Thorsell |
- |
|
| Stopp/Family |
- |
Post Production |
| Lundgren/Lindqvist |
- |
Web Agency |
| Mikael Holm |
- |
Developer |
| Mathias Eriksson/Charlotte Henriksson/Tereza Franzén/ |
Matter |
Pr/Social Media/Content Integration |
| Artist: Jónsi/Written By: Jón Þór Birgisson/Produced By: Peter Katis |
- |
Music |
| 'tornado' |
- |
Song Title |
| Zlatan Ibrahimovic/Helena Seger |
- |
Advertiser's Supervisor |
The Campaign
On February 14, PSG played against Caen as Parc Des Princes. For most of the players, this game
was just another day on the job. For Zlatan Ibrahimovi? this was his most important game to date.
Underneath his sweater he had 50 new names tattooed. Names of some of the 805 million people
suffering from hunger today.
Even though hunger is the number one risk to health worldwide, these people rarely make the front
page.
Zlatan may not know how to end world hunger, but he does know how to make the front page of
every newspaper in the world.
Together with The World Food Programme, we created an event that turned the spotlight the world
has on Zlatan, towards the people who need it more.
The campaign was strictly pro bono (not even Zlatan got paid). instead of a big budget to spend on
media we used Zlatan's fame to attract attention, his body as our main media, his social media
channels to kick-start the campaign and his famous friends to help us get an even bigger reach.
The Brief
Our goal was to remind the governments of the world about the 805 million people suffering from
hunger. And to show the them that their voters care for these people.
Without spending any money.
Execution
The first step was to post a picture on Zlatan's social media channels of one of the names tattooed
on his neck.
The second step was the live event (the football match) where Zlatan took off his sweater and
showed 50 new names tattooed on his body.
The third step was the press conference that Zlatan had the day after the game where he told the
story behind the names.
The fourth step was the video posted on Zlatan's social media channels.
The fifth step was to get Zlatan's famous friends (David Beckham, David Luiz, Kaká, Lil Wayne,
Enrique Iglesias, etc) to post the video as well.
- 3.95+ million social interactions
- 4500+ television reports and new media articles
- A total reach of 870+ million people (opportunities to see)
The Strategy
Created an event that turned the spotlight the world has on Zlatan, towards the people who need it
more.