| Title | STATUE OF INTEGRITY |
| Brand | FOTOGRAFISKA |
| Product/Service | FOTOGRAFISKA |
| Category |
B06. Use of Ambient Media: Large Scale |
|
Entrant
|
ORD&BILD Karlstad, SWEDEN
|
|
Idea Creation
|
ORD&BILD Karlstad, SWEDEN
|
|
Media Placement
|
ORD&BILD Karlstad, SWEDEN
|
Credits
| Niclas Fors |
ORD&BILD |
Creative Director / Art Director |
| Mats Åstrand |
ORD&BILD |
Copywriter |
| Peter Jansson Ling |
ORD&BILD |
Project Manager |
| Mikael Nilsson |
ORD&BILD |
Interactive Designer |
| John Svensson Söderkvist |
ORD&BILD |
Web developer |
| Stefan Ledin |
ORD&BILD |
Web developer |
| Fredrik Nilsson |
ORD&BILD |
Designer/Front-end Developer |
| Malin Lundquist |
ORD&BILD |
Production Manager |
| Jon Leifsson |
Artist |
Artist |
| Wilhelm Forsnäsgård |
ORD&BILD |
Film producer / Motion Designer |
| Per Grönros |
ORD&BILD |
Designer |
| Margita Ingwall |
Fotografiska |
PR / Marketing Manager |
| Per Broman |
Fotografiska |
Head of Culture |
| Johan Ståhlberg |
Fotografiska |
Digital Editor |
| Mikael Jansson |
ORD&BILD |
Photoshop artist |
The Campaign
Greta Garbo is loved by many Swedes. But at the same time she hasn't got the recognition she truly deserves. We therefore decided to honor Greta Garbo by erecting a statue, dedicated to her memory. Considering how shy and reclusive Garbo was, we decided to place the statue in a very quiet and deserted place far away from the spotlights of fame. Deep in the forest of Härjedalen, Sweden. The statue was named The Statue of Integrity.
Creative Execution
The statue was created by the Icelandic artist Jón Leifsson. Tuesday the 5th of July 2016 it was placed it in the middle of the forest with the help of a helicopter. The location (deep in the forest of Härjedalen, Sweden) is fittingly called Stockholm, the city where Greta Garbo was born. The same day the news about the statue hit the Swedish news media.
A massive media coverage in Swedens biggest news channels. Earned media reach: approximately 5 000 000 people (half of Swedens population).
With a limited media budget but the ambition to reach a very large audience, we knew we had to think outside the (media) box. In this case outside the box meant a statue placed deep in the Swedish forest as a media channel.
Insights, Strategy and the Idea
Greta Garbo is one of the most well known and beloved Swedes of all times. The target group of the exhibition (The Image of Garbo) was therefore significantly larger than at the usual exhibitions at Fotografiska. To reach this large audience, with a very limited budget, we knew we had to create a campaign that would get the medias attention.