MIDNIGHT SUN

TitleMIDNIGHT SUN
Brand7-ELEVEN
Product/ServiceCONDOMS
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
Entrant REITAN CONVENIENCE Oslo, NORWAY
Idea Creation MORGENSTERN Oslo, NORWAY
Credits
Name Company Position
Torkild Jarnholt Morgenstern AS Creative
Bjørnar Buxrud Morgenstern AS Creative
Mona Larsen Morgenstern AS Project manager
Ole Hustad Morgenstern AS Account executive
Philip Notland Morgenstern AS Art Director
Ole-Jørgen Ramstad Morgenstern AS Designer
Erlend Westnes Morgenstern AS Director
Sebastian Prestø Morgenstern AS Creative
Anders Holm Morgenstern AS Creative
André Gidoin Morgenstern Creative

Cultural/Context information for the jury

Many Norwegians feel they have a lot of things to be proud of. Unfortunately, using condoms is not one of them. In fact, we have one of the highest rates of chlamydia in Europe. More than 80% of all condoms are sold between 00 and 03 on the weekends, and 7-Eleven is one of the few places people can get protection when the need occurs. Idea: We decided to remind the Norwegian people that 7-Eleven has condoms in an untraditional way - We used our national pride against ourselves and created a campaign telling tourists to protect themselves from the locals by buying condoms. Results: With a very modest budget the campaign reached 40% of the population in Norway. The Land of Chlamydia also became a reference point in a national debate about why so many Norwegians neglect to protect themselves.