| Title | A GROWING MESSAGE |
| Brand | THE SUSTAINABLE SEAS INITIATIVE |
| Product/Service | TOGETHER WITH SCIENTISTS, NGOS, POLITICIANS AND INDUSTRY, THE SUSTAINABLE SEAS I |
| Category |
B04. Use of Print or Outdoor |
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Entrant
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KING Stockholm, SWEDEN
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Idea Creation
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KING Stockholm, SWEDEN
|
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PR
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POST STHLM Stockholm, SWEDEN
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Additional Company
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CROSBY Stockholm, SWEDEN
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Additional Company 2
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JCDECAUX SVERIGE Stockholm, SWEDEN
|
Credits
| Frank Hollingworth |
King |
Creative Director |
| Christoffer Dymling |
King |
Copywriter |
| Emelie Jinhee Johnsson |
King |
Art Director |
| Axel Lokrantz Månsson |
King |
Art Director |
| Sunit Mehrotra |
King |
CEO |
| Peter Preisler |
King |
Account Director |
| Lena Ivarsson |
King |
Account Manager |
| Bo Svefors |
The Sustainable Seas Initiative |
Advertiser Supervisor |
| Lena Kautsky |
Stockholms Universitet |
Professor emeritus |
| Carl August Savgård |
Digital Production |
Producer |
| David Jurio |
Radar Communication |
Art Director |
| Tobbe Christell |
Havelle |
Innovative Billboard Advertising |
The Campaign
We realized that people and policymakers living in Stockholm doesn’t always see the actual algeal bloom since it happens out to sea. The idea was therefore to find a way to bring the Baltic Sea into the city. This way it would be harder to close your eyes to the problem.
Campaign Success
We filled a billboard with water from the Baltic Sea and placed it in front of the Swedish parliament. Just like in the Baltic Sea, algae started to bloom. During the course of eleven days the public could witness the transformation inside the billboard. The campaign continued online where we encouraged people to take a stand and sign our petition.
Describe the success of the promotion with both client and consumer including some quantifiable results
Being a small organisation with no funds to buy media space (they received this space for free) the goals for this campaign was set thereafter. The Baltic Sea Foundation Sustainable Seas used the campaign as a tool to pressure politicians and as a way of securing more funding from business.
The campaign was reported about in several local newspapers and one of Sweden’s largest newspapers Dagens Nyheter. It also drew the attention of policymakers that decided to feature it on their social media.
The Baltic Sea Foundation Sustainable Seas also saw a massive increase in visits to their website during the campaign period.
Explain why the method of promotion was most relevant to the product or service
This work takes advantage of the fact that you can pass the same outdoor billboard on your way to work every day. In this work, you could follow the development day by day in the billboard. And the message grew stronger for every day.
We placed our billboard in front of the Swedish parliament.
We decided to place the outdoor ad in front of the Swedish parliament since we wanted to gain their attention. Placing it there was also a way to turn this campaign in to a protest. If the politicians walk by it every day and don’t do anything about it, it’s easier to put pressure on them. It’s also a place where a lot of people pass by.
English Translation of Main Headlines
Headline: Save the Baltic Sea before it’s too late.
Bodycopy: The Baltic Sea is one of the most polluted in the world. Every summer algae blooms cover large parts of the ocean. They suck the oxygen out of the sea which leads to dead seabeds and threatened fish stocks. To visualize this problem, we have filled this billboard with water from the Baltic Sea and simulated its conditions. During the coming days you can see how the water, just like in the Baltic Sea, is slowly choked by the algae bloom.
See the development at agrowingmessage.se