| Title | MERCH FOR THE UNKNOWN |
| Brand | THE NORWEGIAN YOUTH FESTIVALS OF ART |
| Product/Service | FESTIVAL OF 2018 |
| Category |
B04. Use of Ambient Media: Small Scale |
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Entrant
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ANORAK Oslo, NORWAY
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Idea Creation
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ANORAK Oslo, NORWAY
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Media Placement
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ANORAK Oslo, NORWAY
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PR
|
ANORAK Oslo, NORWAY
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Production
|
ANORAK Oslo, NORWAY
|
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Production 2
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PARAPLY STUDIOS Oslo, NORWAY
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Credits
| Tone Jansson |
Anorak |
Art Director |
| Anna Berg Gjendem |
Anorak |
Art Director |
| Janne Espevalen |
Anorak |
Account Director |
| Kristina Tallaksen Flaten |
Anorak |
Account Manager |
| Sondre Hårstad |
Anorak |
Graphic Designer |
| Yngve Nilssen |
Anorak |
Graphic Designer |
| Jens Bjørklund |
Anorak |
Graphic Designer |
| Derek Ercolano |
Bold |
Graphic Designer |
| Darri Thorsteinsson |
Anorak |
Motion Designer |
| Darri Thorsteinsson |
Anorak |
Motion Designer |
| Nökkvi Thorsteinsson |
Anorak |
Motion Designer |
| Henrik Guderud |
Anorak |
PR & Activation Director |
| Maren Mosaker |
Anorak |
Content Producer |
| Ingrid Rommetveit |
Paraply |
Designer |
| Jenny Kyvik Hutchens |
Paraply |
Designer |
Why is this work relevant for Media?
With absolutely no media budget, we had to come up with our own media to get the attention of Norwegian teenagers.
Background
The interest of the festival has dropped as young people rather showcase themselves on TV-shows or digital platforms such as YouTube or Soundcloud. The Norwegian Youth Festivals of Art (UKM) is a more friendly alternative to develop your talent, it's for free and for everyone – no matter what level you're at. Oh, and without the internet trolls or mean Idol-jurys. In the age of the flawless, how do we get the unpolished and unknown on the agenda?
Describe the creative idea/insights
They say you got to see it to be it. But it’s hard for teenagers to relate to the full-blown stars of today. Instead, we put rookies just like them in the spotlight with the launch of Merch for the Unknown – a collection of merchandise for teenage singers, dancers, rappers and cosplayers that are participating in the festivals of 2018. The kids had no idea about the merch being made until Norway’s most popular artists all of a sudden wore it on social media and tagged them in the post.
Describe the strategy
How do you reach 13 to 20-year-olds with a big interest in culture, but an even bigger resistance towards advertising? We found the answer in the social media feed of the kids' favorite artists. By covering very different cultural expressions and genres – the reach was extremely relevant.
Describe the execution
During a two week period, a new logo on a new celebrity was revealed every other day. Shortly after, the selected kids received a kit of their merch at school. In addition to that, a young dance group was invited to the dance studio of their idols to receive their merch. And Norways biggest rapper handed out merch to two 12-year-olds at their school. All of this was documented and spread on social channels such as Facebook, Instagram and Snapchat.
List the results
The collection certainly got attention in the schoolyard, but also made it's way to national media. Norway’s most popular and relevant artists joined the project without any other compensation than the merch they wore. That gave us valuable access to a target group that is in fact hard to reach and the campaign had an estimated reach of 500.000 people in little Norway.