| Title | STATUE OF INTEGRITY |
| Brand | FOTOGRAFISKA |
| Product/Service | FOTOGRAFISKA |
| Category |
B05. Use of Ambient Media: Large Scale |
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Entrant
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ORD&BILD Karlstad, SWEDEN
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Idea Creation
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ORD&BILD Karlstad, SWEDEN
|
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Media Placement
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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”.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
A massive media coverage in Swedens biggest news channels. Earned media reach: approximately 5 000 000 people (half of Swedens population).
Explain why the method of promotion was most relevant to the product or service
With "The Statue of Integrity" we managed not only to get people to interact with the brand. We made them hike deep into the wilderness to do so. Just a couple of hours after it was erected, the first visitors had found their way to the statue, located in the deep forest of Härjedalen, Sweden.
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.