| Title | NON VIOLENCE |
| Brand | NON VIOLENCE |
| Product/Service | NON-PROFIT |
| Category |
C02. Interactive Digital Screens |
|
Entrant
|
NON-VIOLENCE PROJECT SWEDEN Stockholm, SWEDEN
|
|
Idea Creation
|
ACNE Stockholm, SWEDEN
|
Credits
| Johan Bello |
ACNE |
Executive Creative Director |
| Tiago Pinho |
ACNE |
Senior Creative |
| Matthew Hearle |
ACNE |
Senior Planner |
| Joel Lindblad |
ACNE |
Copywriter |
| Mirian Tsujita |
ACNE |
Art Director |
| Christian Karlsson |
ACNE |
Copywriter |
| Emma Branting |
ACNE |
Project Manager |
| Niclas Bergström |
ACNE |
Executive Producer |
| Svante Hellberg |
ACNE |
Technical Director |
| Origolab Studios |
Origolab Studios |
Animation & Motion |
Write a short summary of what happens in the ambient or digital execution or campaign.
Non-Violence breaks its ten-year silence in Swedish advertising by pointing a ten-meter revolver at the central square of Stockholm from city’s most prominent interactive Billboard.
The campaign is an appeal for action: Want to see change? Donate to 123 59 04 933.
With each donation made via mobile phone, the contributor will witness, in real-time, the revolver’s nozzle twist into a knot and transform into the iconic Non-Violence logo created by Carl Fredrik Reuterswärd.
Cultural/Context information for the jury
We wanted to shed light on the invaluable local and global work of Non-Violence to inspire, motivate and engage young people to resolve conflict in a non-violent way while reminding passersby that programs initiatives are only made possible through donations. A big gun with a knotted barrel, over Stureplan, is a message from Non-Violence which adds a fresh perspective to the heated debate around law and order.