| Title | 805 MILLION NAMES |
| Brand | UNITED NATIONS WORLD FOOD PROGRAMME |
| Product/Service | FIGHTING HUNGER WORLDWIDE |
| Category |
C08. 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 |
Copywriter |
| Staffan Lamm/Andreas Malm |
Forsman/Bodenfors |
Art Director |
| Hans Andersson |
Forsman/Bodenfors |
Account Supervisor |
| Martin Johansson |
Forsman/Bodenfors |
Account Manager |
| Alexander Blidner/Jens Odelbring |
Forsman/Bodenfors |
Agency Producer |
| Peter Gaudiano |
Forsman/Bodenfors |
Digital Agency Producer |
| Gustav Johansson |
New Land |
Director |
| Niklas Johansson |
New Land |
Director Of Photography |
| Robin Siwe |
Callboy |
Editor |
| Sophie Tamm Christensen |
New Land |
Producer |
| Eric Thorsell |
- |
Sound Design |
| Stopp/Family |
- |
Post Production |
| Lundgren/Lindqvist |
- |
Web Agency |
| Mikael Holm |
- |
Developer |
| Mathias Eriksson/Charlotte Henriksson/Tereza Franzén |
Matter |
Pr/Social Media/Content Integration |
| Thor Nielsen/Jakob Stigler |
Be On/Aol Platforms |
Media Partners |
| Artist: Jónsi/Written By: Jón Þór Birgisson/Produced By: Peter Katis |
- |
Music |
| 'tornado' |
- |
Song Title |
| Zlatan Ibrahimovic/Helena Seger |
- |
Advertiser's Supervisor |
The Brief
The World Food Progamme is depending on fundings from governments
all over the world. Fundings they are really grateful for. But in this world
of terror and economic crises the governments of the world have
forgotten about the 805 million people suffering from hunger in the world.
Our goal was to raise awareness about this issue. And to show the
governments of the world that their voters care for these people.
This was a global campaign. But since it was strictly pro bono (not even
Zlatan got paid) we had to reach people without using traditional media.
Campaign Success
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.
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
- 3.95+ million social interactions
- 4500+ television reports and new media articles
- A total reach of 870+ million people (Opportunities to see)
Explain why the method of promotion was most relevant to the product or service
Together with The United Nations World Food Programme, we created
an event that turned the spotlight the world has on the world famous
football player Zlatan Ibrahimovi?, and turned it towards some people
who need it more.
The event happened live during a game. After scoring a goal Zlatan
Ibrahimovi? took off his sweater and revealed the 50 new names he had
tattooed on his body. Names of some of the 805 million people suffering
from hunger today.